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The ad entitles ?°Got milk??± which is a very direct way of approaching consumers. Although American culture is built as directness, the Koreans are more concerned with cooperative behavior in the means of indirect communication. The Koreans value quality of life more than the Americans as they accept happiness in the form of the present, rather than of the future. Thereupon, the Koreans are less-goal driven than Americans.
In order to succeed in collectivist Korean culture, I recommend having enough models in the ad from the same social group who could share unified goals. Additionally, the message needs to change ?°Share some Calcium with the ones you love?± instead of ?°Nine essential nutrients for my one essential body...
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