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

The visual strategies employed in top global brands’ local advertising websites were compared between two groups of nations: the Western group, consisting of the US, UK and Germany; and the Eastern group, consisting of Japan, Korea and China.

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,...

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