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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  21 ads of two different societies. Future research should concentrate on more detailed examination and explication of how values are translated into visual images. Like all of content analyses, the results of the study cannot speak for themselves. In other words, viewers’ response to those images is unknown. Against the background of advertising globalization, it is especially interesting to examine how viewers in a low- context country respond to the visual images from a high-context country, and vice versa. Further empirical research is needed to explore this field, which is not only theoretically interesting, but also bears many practical implications.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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21
ads of two different societies. Future research should concentrate on more detailed
examination and explication of how values are translated into visual images.
Like all of content analyses, the results of the study cannot speak for themselves.
In other words, viewers’ response to those images is unknown. Against the background
of advertising globalization, it is especially interesting to examine how viewers in a low-
context country respond to the visual images from a high-context country, and vice versa.
Further empirical research is needed to explore this field, which is not only theoretically
interesting, but also bears many practical implications.


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