Exploring Korean University Students’ Perceptions of English-Language Advertising for AI-Based Medical IT

Abstract

This study examines how Korean university students perceive English-language advertising for AI-based medical IT services. As AI-related medical technologies are increasingly promoted through English advertisements, it is necessary to understand how young consumers in a non-English-speaking context interpret and respond to such messages. This study employed Q-methodology to explore students’ subjective viewpoints. Twenty-three university students participated in a Q-sorting task using 16 statements related to English-language AI medical advertising. The analysis revealed three perception types: Informed Optimists, Critical Realists, and Trusting Pragmatists. The Informed Optimists regarded these advertisements as innovative and informative but were not easily influenced by emotional appeals. The Critical Realists showed a cautious and skeptical attitude, questioning the credibility and clarity of the advertising content. In contrast, the Trusting Pragmatists tended to accept the advertisements positively and preferred clear, factual, and professional messages. Across all types, English was generally associated with technological advancement, while concerns about comprehension and accessibility were also evident. These findings suggest the importance of audience-sensitive and trustworthy communication strategies in AI-based medical advertising.

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