This study investigates the effects of cultural difference on recall, attitude and purchase intention from print advertisements. Experiments were conducted in both the U.S. and South Korea using a 2 × 2 factorial between-subject experimental design: individualism/collectivism and high/low- context conditions. The responses of American and Korean students were compared and analyzed after they were exposed to different stimuli. The results support the hypothesized relationship; the American respondents displayed more favorable attitudes toward low-context advertisements than the Korean students did. However, there were no differences in the recall and purchase intentions between American and Korean students.