Cross-cultural content analysis of printed advertisements from character and alphabet-based cultures.
A cross-cultural content analysis of advertisements revealed significant differences between advertisements from Character-based cultures and Alphabet-based cultures. The former had a higher area of words than the latter, and vice-versa for graphics. Character-based cultures had a higher need for co...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/8836 |
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| Institution: | Nanyang Technological University |
| Summary: | A cross-cultural content analysis of advertisements revealed significant differences between advertisements from Character-based cultures and Alphabet-based cultures. The former had a higher area of words than the latter, and vice-versa for graphics. Character-based cultures had a higher need for cognition, higher contextual nature, and stronger fear of misleading others. |
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