Implicit Meaning in Visual Print Advertisements: A Cross-Cultural Examination of the Contextual Communication Effect

Although there is an abundance of literature on cross-cultural comparisons of advertising appeals, very little is known about how consumers from different cultures process visual images in print advertisements.

Implicit Meaning in Visual Print Advertisements: A Cross-Cultural Examination of the Contextual Communication Effect

Michael CallowMorgan State University andLeon SchiffmanSt John's University

INTRODUCTION

Past research in international advertising has...