The Impact of Symbolic Culture on the Understanding of Visual Figuration in a Cross-Cultural Environment
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Title
The Impact of Symbolic Culture on the Understanding of Visual Figuration in a Cross-Cultural EnvironmentAuthor (s)
Date
2017-07Publisher
Immigrant InstituteISSN
1404-1634Bibliographic citation
Calzada-Pérez, M. (2017). The Impact of Symbolic Culture on the Understanding of Visual Figuration in a Cross-Cultural Environment. Journal of Intercultural Communication, (44), N_A-N_A.Type
info:eu-repo/semantics/articlePublisher version
https://search.proquest.com/docview/1963404685/fulltext/3A5071CA25A424EPQ/1?acco ...Version
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Abstract
This paper focuses on the understanding of visual rhetorical figures as they appear in today's globalized
advertising. A sound theoretical model (i.e., Phillips and McQuarrie 2004) is first reviewed to select a ... [+]
This paper focuses on the understanding of visual rhetorical figures as they appear in today's globalized
advertising. A sound theoretical model (i.e., Phillips and McQuarrie 2004) is first reviewed to select a good
representative sampling (i.e., 9 advertisements) of the behaviour domain measured. Then, a population of 60
English language students are questioned regarding these 9 advertisements. This study uses a combined
methodology, resorting to basic quantitative data to reveal qualitative findings. Our discussion supports prior
research (Callister and Stern 2008: 148) indicating that culture is essential for image understanding in a crosscultural environment and stands in opposition to those who act on the assumption that visuals are universal and
therefore understandable in all cultures of the world (Levitt 1983). [-]
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info:eu-repo/semantics/openAccess
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