Determinants of visual forms used in print advertising: a cross-cultural comparison

Unlike past findings on cross-cultural advertising, culture seems to have little effect on visual forms in ads.

Determinants of visual forms used in print advertising: a cross-cultural comparison

Kyunghee BuKwangwoon University, Korea

Donghoon Kim and Seung-yon LeeYonsei University, Korea

INTRODUCTION

Research on visuals in advertising has increased heavily in the last 10 to 15 years (McQuarrie & Mick 2003). The prevalence and importance of visual research in advertising comes from many recent changes in the market. The advent of newer media such as internet and outdoor ad-screen technology, and globalisation, facilitate visual images as a major vehicle in delivering messages to consumers in geographically diverse markets (Moriarty 1987; Schmitt & Simonson 1997; Bulmer...

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