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

Kyunghee Bu, Donghoon Kim and Seung-yon Lee

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...

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