CULTURAL PREFERENCES FOR VISUAL AND VERBAL COMMUNICATION STYLES IN SPORT ADVERTISEMENTS
- Authors
- Seo, Won Jae; Sung, Yongjun; Park, Seong-Hee
- Issue Date
- 2017
- Publisher
- STELLENBOSCH UNIV
- Keywords
- Sport advertisement; Visual communication; Verbal communication; Cultural preference
- Citation
- SOUTH AFRICAN JOURNAL FOR RESEARCH IN SPORT PHYSICAL EDUCATION AND RECREATION, v.39, no.2, pp.199 - 215
- Indexed
- SSCI
SCOPUS
- Journal Title
- SOUTH AFRICAN JOURNAL FOR RESEARCH IN SPORT PHYSICAL EDUCATION AND RECREATION
- Volume
- 39
- Number
- 2
- Start Page
- 199
- End Page
- 215
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/86402
- ISSN
- 0379-9069
- 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.
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