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| Tekijä: | Bu, K. Kim, D. Lee, S-y. |
| Otsikko: | Determinants of visual forms used in print advertising. A cross-cultural comparison |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:1, p. 13-47 |
| Asiasana: | advertising research consumer attitudes cross-cultural studies Asia Korea USA |
| Kieli: | eng |
| Tiivistelmä: | Contrary to past findings on cross-cultural advertising, culture (hereafter as: clt./clts.) appears to have little effect on visual forms (here as: v-fms.) in advertisements (as: ads). It is tested in study 1 whether the clt.-congruent v-fms. would still be prevalent, despite all the recent cultural convergence btw. Eastern and Western cultures. Content analyses of visuals in over 630 ads in a wide range of magazines from Korea (high context) and the United States (U.S.)(low context) found that ads with direct v-fms. were more prevalent in both clts. In study 2, the study is extended in order to test the effects of culturally matching the v-fms. on consumers' attitudes towards the ads and the brand advertised. Consistent with the findings in study 1, study 2 showed that direct visuals have stronger effects on consumers across the board. Ads with indirect v-fms. were not always preferred by Korean consumers. The product type and the brand familiarity moderated the effects which has an important implication for global brands entering markets such as Korea. |
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