What is it about?
This article focuses on the moderating factors with an impact on cross-cultural (mis)comprehension. The data discussed here point to the fact that in cross-cultural advertising, (mis)comprehension is affected not only by the complexity or richness of figuration, but also (and mainly) by the schema component. Results also shows that verbal anchoring plays an essential role in the interpretation of visual figures.
Featured Image
Why is it important?
Applying Phillips and McQuarrie's (2004) exhaustive taxonomy of the visual upon globally-received advertisments is a most illuminating practice.
Perspectives
Delving into the (lack of) understanding of 9 globally-received advertisments with the aid of Phillps and McQuarrie's (2004) solid perspective results and enjoyable piece of food for thought.
Professor MARIA CALZADA PEREZ
Universitat Jaume I
Read the Original
This page is a summary of: Visual Rhetorical Figures in Cross-Cultural Consumer Behavior: The Impact of Moderating Factors in a Spanish Language Context, Journal of Current Issues & Research in Advertising, October 2017, Taylor & Francis,
DOI: 10.1080/10641734.2017.1372320.
You can read the full text:
Contributors
The following have contributed to this page
