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Visual Strategies in U.S. and Chinese TV Ads

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Abstract:

Past comparative studies of commercials between different cultures have been focusing on the embedded culture values. Little has been done to research the visual strategies and how they may differ in different contexts. This comparison study examined the visuals of US and Chinese Television commercials by introducing the perspectives of the high-context and low-context cultures as well as individualistic and collectivistic societies and see how visuals manifested themselves in three sets of variables: story-telling, emotion and culture indicators. Results indicated that visuals were indeed cultural vehicles of the societies in which they were created. But the values manifested in them might not be as simple as we first understood.

Most Common Document Word Stems:

ad (117), cultur (66), chines (64), visual (63), advertis (58), use (45), us (41), commerci (39), imag (37), context (36), product (34), direct (33), u.s (31), emot (30), p (29), individu (28), 2 (27), research (26), differ (25), shot (24), one (24),

Author's Keywords:

visuals, culture, advertising
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Name: International Communication Association
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MLA Citation:

Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin. "Visual Strategies in U.S. and Chinese TV Ads" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112158_index.html>

APA Citation:

Xue, F. , Zhou, S. and Zhou, P. , 2003-05-27 "Visual Strategies in U.S. and Chinese TV Ads" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112158_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Past comparative studies of commercials between different cultures have been focusing on the embedded culture values. Little has been done to research the visual strategies and how they may differ in different contexts. This comparison study examined the visuals of US and Chinese Television commercials by introducing the perspectives of the high-context and low-context cultures as well as individualistic and collectivistic societies and see how visuals manifested themselves in three sets of variables: story-telling, emotion and culture indicators. Results indicated that visuals were indeed cultural vehicles of the societies in which they were created. But the values manifested in them might not be as simple as we first understood.

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Document Type: .PDF
Page count: 29
Word count: 6749
Text sample:
Visual Strategies in U.S. and Chinese TV Ads Introduction Advertisers and researcher have always been fascinated by the peculiarities and commonalities in advertising strategies between Western and Eastern societies. A body of literature focuses on the values conveyed in ads while another concentrates on the narrative styles effective in the contexts of different societies (Hong Muderrisoglu & Zinkhan 1987; Cheng & Schweitzer 1996; Cheng 1994). Among these comparative studies however none has attended to the visual content and strategies
ai p rts lia le rs nc es PRODUCT 29


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