Visual Vernaculars Across Emerging Markets
作者: Amos Owen Thomas
刊名: Journal of Intercultural Communication, 2019(50)
来源数据库: Journal of Intercultural Communication
关键词: Visual perceptionInter-cultural communicationGlobal advertisingEmerging markets
原始语种摘要: Given the predominance of visual image over language copy in global advertising this research explores its inter-cultural perception across emerging markets worldwide. Discourse analysis was conducted on the qualitative responses to global print advertisements by target segments in emerging markets of three geographic regions. Both similarities and differences of perception were found between the selected markets in the Middle East, Latin America and East Asia regions, among the upper middle-class target segment for up-market fashion products. Hence the author proposes that visual perception of global advertising be conceptualized as a continuum of vernaculars, rather than as discrete modes suggested by established inter-cultural typologies. Effective execution of global advertising...
全文获取路径: 跨文化交流杂志 

  • advertising 广告
  • cultural 文化的
  • emerging 浮起
  • worldwide 世界的
  • global 球状的
  • perception 知觉
  • predominance 优势
  • market 市场
  • geographic 地理的
  • visual 可见