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