Cross-cultural content analysis of printed advertisements from character and alphabet-based cultures.

• Main Authors: Hong, Siu Ming., Huang, Ying., Teo, Yee Ann.
• Other Authors: Simmons, Lee Chadwick
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/8836
• Institution: Nanyang Technological University

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...