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| Author: | Callow, M. Schiffman, L. |
| Title: | Implicit meaning in visual print advertisements: a cross-cultural examination of the contextual communication effect |
| Journal: | International Journal of Advertising
2002 : VOL. 21:2, p. 259-277 |
| Index terms: | Advertising Communication Culture |
| Language: | eng |
| Abstract: | This study addresses the issue by examining how contextual communication styles influence the audience's ability to interpret meaning from pictorial advertisements. The results of a quasi-experimental study conducted using subjects from Philippines and the United States (USA) support the propostion that consumers from high-context communication systems are more apt than those from low-context ones to derive implicit meaning from visual images in print ads. |
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