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Visual vernaculars for global advertising: intercultural reception across emerging markets
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2015 (English)Conference paper, Poster (Refereed)
Abstract [en]

Given the increasing reliance on global advertising campaigns, visual elements predominate as a means to overcome language barriers but there is uncertainty on how the message is interpreted worldwide. Differences in cross-cultural interpretations of advertising visuals by media audiences across emerging-economies regions have been relatively under-researched. Textual analysis was conducted on the responses to mock print advertisements by potential consumers in geographic markets in three separate regions. The findings suggest that while the differences between emerging markets concerning the primary message are not particularly significant, there are nuances of interpretation in each, that are not easily classified. The tentative conclusions are that less adaptation may be needed for global campaigns targeted at developing/emerging economies, yet some fine-tuning is still needful. Furthermore, the paper proposes that cross-cultural perception of visual communications ought to be conceptualised as a continuum of variation, rather than as comprising discrete modes.

Place, publisher, year, edition, pages
Keyword [en]
visual perception, global advertising, inter-cultural, emerging markets
National Category
Economics and Business Media and Communications
Research subject
Business Administration; Media and Communication Studies
URN: urn:nbn:se:su:diva-125177OAI: diva2:892060
European International Business Academy Conference, 01-03 December, Rio, Brazil
Available from: 2016-01-08 Created: 2016-01-08 Last updated: 2016-03-10Bibliographically approved

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ReferencesLink to record
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