Advertising visuals in global brands' local websites: a six-country comparison

Daechun An
Hongik University, Korea

INTRODUCTION

In recent times, the advertising voices of top global brands can easily be heard in a host of new environments, such as the web, cell phones and handheld computers (Berner & Kiley 2005), which put consumers in control of media via the function of interactivity (Newhagen & Rafaeli 1996) and, therefore, tip the balance of power in favour of media audience receivers (Wolin et al. 2002). Among these new interactive media channels, the increase in the use of web advertising among global advertisers has been phenomenal (Oser 2004), making it an indisputable advertising medium in the global marketplace (ZenithOptimedia 2005), perhaps due to its unrestricted global reach capability (Berthon et al. 1996). While the web's global reach potential has offered new advertising opportunities to global advertisers, it has also presented a systematic challenge as to whether or not global advertising messages should be standardised or specialised.