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The purpose of this paper is to provide a qualitative analysis as to how publicity takes advantage of prototypical consciousness by a comparative study between Korean and Brazilian beer advertising. It is well-known that advertising includes cultural codes reflecting its own society for the purpose of persuading and interfering customer's purchasing decision. As a low-involvement product, beer advertising is a typical example in which we can see how publicity uses prototypical consciousness. In case of low-involvement product category, due to absence of differences at the level of quality and of price, advertising looks for something out of the products in order to be differentiated. Furthermore these products do not much subject to comparative advantage, advertising tips the balance in decision making process. I am very convinced that, in this case,
advertising finds a clue in sociocultural consciousness that consists of prototypical thinking formed historically. My paper presents empirical and theoretical evidence to support this idea. In this paper I will draw mainly on the work of Floch in order to develop a theoretical framework for the analysis of beer advertising in two countries. The conclusion which can be draw from this study can help not only understanding prototypical cultural consciousness but also designing better effective advertising in these countries.

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