Abstract

This paper investigates cross-cultural differences in the usage, themes, and factors of visual-related references in describing print advertisements. American, Russian, Japanese, and Polish respondents participated in an open-ended survey about three translated ads adapted into the existing visual. Respondents used less visual than non-visual descriptions, and their frequency differed by the ad. Similarities and differences were influenced by the specific advertisement, not by respondents' country. Advertisements require individual assessment for visual adaptation strategy. This pilot study introduces the concept of visual and non-visual descriptions of advertising, visual references themes and variable of advertising case to assess differences between countries.

摘要

本文研究了在描述平面广告时视觉相关参考的使用、主题和因素的跨文化差异。美国、俄罗斯、日本和波兰的受访者参与了一项开放式调查，该调查涉及三个改编成现有视觉效果的翻译广告。受访者使用的视觉描述少于非视觉描述，并且它们的频率因广告而异。异同受特定广告的影响，而不是受受访者所在国家/地区的影响。广告需要对视觉适应策略进行单独评估。这项试点研究引入了广告的视觉和非视觉描述、视觉参考主题和广告案例变量的概念，以评估国家之间的差异。