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| Tekijä: | An, D. |
| Otsikko: | Advertising visuals in global brands' local websites: a six-country comparison |
| Lehti: | International Journal of Advertising
2007 : VOL. 26:3, p. 303-332 |
| Asiasana: | advertising brands |
| Vapaa asiasana: | visuals websites |
| Kieli: | eng |
| Tiivistelmä: | The paper compares the visual strategies used in top global brands' local advertising websites. The comparison was conducted between two groups: the Western group and the Eastern group. The results of a content analysis of 253 web ads show differences in the role of visuals, the use and role of celebrity models, the use of photographs vs illustrations, and the frequency of product portrayals between two groups. The paper discusses the differences between high-context and low-context nations and how visuals are used differently. The findings suggest that the idea of employing advertising visuals that reflect the communication styles of a particular national market seems to be a good strategy. |
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