Abstract
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 campaigns for emerging markets therefore calls for contingency approaches to optimizing creative strategies.
Publisher
International Collaboration for Research and Publications
Subject
Communication,Cultural Studies,Strategy and Management,Education,Linguistics and Language,Gender Studies,Public Administration
Reference60 articles.
1. Alden, D. L., Steenkamp, J-B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75-87.
2. Alvesson, M. & Sköldberg, K. (2009). Reflexive methodology: New vistas for qualitative research. London: Sage Publications.
3. An, D. (2007). Advertising visuals in global brands’ local websites: A six-country comparison. International Journal of Advertising, 26(3), 303-332.
4. Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of Marketing Communications, 12(1), 15-30.
5. Barnhurst, K. G., Vari, M. & Rodriguez, I. (2004). Mapping visual studies in communication. Journal of Communication, 54(4), 616-644.