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- Title
CULTURAL PREFERENCES FOR VISUAL AND VERBAL COMMUNICATION STYLES IN SPORT ADVERTISEMENTS.
- Authors
Won Jae SEO; Yongjun SUNG; Seong-Hee PARK
- Abstract
Culture is a key issue in the development of marketing communications in international markets as cultures develop distinctive preferences for visual and verbal communications. The individualistic nature of American culture lends itself to a preference for simple, direct visual communication and low-context verbal communication. Koreans are expected to prefer more symbolic communication like complex visuals and high-context verbal communication. This mixed-method study employed an experimental design to examine the effects of context on attitude-tothe- advertisement and attitude-to-the-brand. Sixty-four Korean international students and 64 U.S. American students participated. As hypothesised, Koreans reacted more favourably to advertisements with complex visuals and high-context text. Americans did not exhibit a strong preference for any specific advertisement type. A follow-up interview study examined the reasons for the quantitative findings.
- Subjects
CULTURE; VISUAL communication; ORAL communication; COMMUNICATION styles; SPORTS advertising
- Publication
South African Journal for Research in Sport, Physical Education & Recreation, 2017, Vol 39, Issue 2, p199
- ISSN
0379-9069
- Publication type
Article