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The Visual Components of Print Advertising: A Five‐country Cross‐cultural Analysis

The Visual Components of Print Advertising: A Five‐country Cross‐cultural Analysis Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of the literature suggests a need for comparative analysis of advertising practices. Analyses, empirically, magazine advertisements from the US, UK, France, India and Korea to identify cross‐cultural similarities and differences in the visual appeal. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The Visual Components of Print Advertising: A Five‐country Cross‐cultural Analysis

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Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569210012381
Publisher site
See Article on Publisher Site

Abstract

Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of the literature suggests a need for comparative analysis of advertising practices. Analyses, empirically, magazine advertisements from the US, UK, France, India and Korea to identify cross‐cultural similarities and differences in the visual appeal.

Journal

European Journal of Marketing – Emerald Publishing

Published: Apr 1, 1992

Keywords: Advertising; France; Globalization; India; Korea; United Kingdom; USA

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