CULTURAL PREFERENCES FOR VISUAL AND VERBAL COMMUNICATION STYLES IN SPORT ADVERTISEMENTS
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Seo, Won Jae | - |
dc.contributor.author | Sung, Yongjun | - |
dc.contributor.author | Park, Seong-Hee | - |
dc.date.accessioned | 2021-09-03T15:15:40Z | - |
dc.date.available | 2021-09-03T15:15:40Z | - |
dc.date.created | 2021-06-16 | - |
dc.date.issued | 2017 | - |
dc.identifier.issn | 0379-9069 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/86402 | - |
dc.description.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-to-the-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. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | STELLENBOSCH UNIV | - |
dc.subject | KOREAN TELEVISION COMMERCIALS | - |
dc.subject | ADVERTISING STANDARDIZATION | - |
dc.subject | MULTINATIONAL-CORPORATIONS | - |
dc.subject | CONSUMER | - |
dc.subject | METAANALYSIS | - |
dc.subject | ATTITUDES | - |
dc.subject | BEHAVIOR | - |
dc.subject | IMAGES | - |
dc.subject | IMPACT | - |
dc.subject | MODEL | - |
dc.title | CULTURAL PREFERENCES FOR VISUAL AND VERBAL COMMUNICATION STYLES IN SPORT ADVERTISEMENTS | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Sung, Yongjun | - |
dc.identifier.scopusid | 2-s2.0-85029434363 | - |
dc.identifier.wosid | 000408989000015 | - |
dc.identifier.bibliographicCitation | SOUTH AFRICAN JOURNAL FOR RESEARCH IN SPORT PHYSICAL EDUCATION AND RECREATION, v.39, no.2, pp.199 - 215 | - |
dc.relation.isPartOf | SOUTH AFRICAN JOURNAL FOR RESEARCH IN SPORT PHYSICAL EDUCATION AND RECREATION | - |
dc.citation.title | SOUTH AFRICAN JOURNAL FOR RESEARCH IN SPORT PHYSICAL EDUCATION AND RECREATION | - |
dc.citation.volume | 39 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 199 | - |
dc.citation.endPage | 215 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Social Sciences - Other Topics | - |
dc.relation.journalWebOfScienceCategory | Social Sciences, Interdisciplinary | - |
dc.subject.keywordPlus | KOREAN TELEVISION COMMERCIALS | - |
dc.subject.keywordPlus | ADVERTISING STANDARDIZATION | - |
dc.subject.keywordPlus | MULTINATIONAL-CORPORATIONS | - |
dc.subject.keywordPlus | CONSUMER | - |
dc.subject.keywordPlus | METAANALYSIS | - |
dc.subject.keywordPlus | ATTITUDES | - |
dc.subject.keywordPlus | BEHAVIOR | - |
dc.subject.keywordPlus | IMAGES | - |
dc.subject.keywordPlus | IMPACT | - |
dc.subject.keywordPlus | MODEL | - |
dc.subject.keywordAuthor | Sport advertisement | - |
dc.subject.keywordAuthor | Visual communication | - |
dc.subject.keywordAuthor | Verbal communication | - |
dc.subject.keywordAuthor | Cultural preference | - |
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