Culture is a key issue in the development of marketing communications in international markets as cultures develop distinctive preferences for visual and verbal communications. The individualistic nature of American culture lends itself to a preference for simple, direct visual communication and low-context verbal communication. Koreans are expected to prefer more symbolic communication like complex visuals and high-context verbal communication. This mixed-method study employed an experimental design to examine the effects of context on attitude-tothe- advertisement and attitude-to-the-brand. Sixty-four Korean international students and 64 U.S. American students participated. As hypothesised, Koreans reacted more favourably to advertisements with complex visuals and high-context text. Americans did not exhibit a strong preference for any specific advertisement type. A follow-up interview study examined the reasons for the quantitative findings.
|Number of pages||17|
|Journal||South African Journal for Research in Sport, Physical Education and Recreation|
|Publication status||Published - 2017|
Bibliographical noteFunding Information:
This work was supported by Hankuk University’s Foreign Studies Research Fund of 2016.
© 2017, University of Stellenbosch. All rights reserved.
- Cultural preference
- Sport advertisement
- Verbal communication
- Visual communication
ASJC Scopus subject areas
- Physical Therapy, Sports Therapy and Rehabilitation