Advertising visuals in global brands’ local websites: a six-country comparison
Advertising visuals in global brands’ local websites: a six-country comparison
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全球品牌本地网站的广告视觉效果：六国比较
DOI：
10.1080/02650487.2007.11073016
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发表时间：
2007
影响因子：
6.7
通讯作者：
Daechun An
中科院分区：
文献类型：
--
作者：
Daechun An
在两组国家之间，对顶级全球品牌的本地广告网站采用的视觉策略进行了比较：西方组，包括美国，英国和德国;东方组，包括日本，韩国和中国。253个网络广告的内容分析的结果显示了一个明确的模式，在视觉效果的作用（文字与象征），名人模型的使用和作用，使用照片与插图，以及两组之间的产品描绘的频率的差异。来自高语境国家的广告往往依赖于象征性的视觉效果，名人模特作为角色，照片和插图的混合使用，以及广告产品的间接描绘。来自低语境国家的广告被发现是相反的，重申Hallx的信息语境和广告视觉策略之间的关联。研究结果表明，采用反映特定国家市场沟通风格的广告视觉效果的想法似乎是一个有前途的策略，以有效地接触世界各地的消费者。考虑到这一点，跨国广告商可能更愿意在西方和东方市场的网络广告中实施差异化的广告视觉策略。
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. The results of a content analysis of 253 web ads show a clear pattern of differences in the role of visuals (literal vs symbolic), the use and role of celebrity models, the use of photographs vs illustrations, and the frequency of product portrayals between two groups. Ads from high-context nations tend to rely on symbolic visuals, celebrity models featured as characters, mixed use of photographs and illustrations, and indirect portrayals of advertised products. Ads from low-context nations are found to be the opposite, reaffirming the association between Hallx2019;s information contextuality and advertising visual strategies. The findings imply that the idea of employing advertising visuals that reflect the communication styles of a particular national market appears to be a promising strategy to effectively reach consumers around the world. With this in mind, multinational advertisers might prefer to implement differentiated ad visual strategies in web advertising for Western and Eastern markets.