Sung Wook Shim is assistant professor of Department of Advertising and Public Relations at the Hanyang University at Ansan in South Korea. He received his Ph.D. in Mass Communication from University of Florida. His M.A. in Journalism is from University of Missouri-Columbia. Dr. Shim was a visiting researcher at Korea Press Foundation in Seoul. His areas of interest include cross-cultural advertising, international marketing, and brand communication. swsjah33@hanyang.ac.kr