Visual Rhetorical Figures in Cross-Cultural Consumer Behavior: The Impact of Moderating Factors in a Spanish Language Context

This article is set within today's globalized market, where monocultural studies are no longer informative enough. It is built upon, among others, Phillips and McQuarrie's exhaustive taxonomy of the visual, which tangentially refers to the existence of moderating factors with an impact on...

Full description

Saved in:
Bibliographic Details
Published inJournal of current issues and research in advertising Vol. 39; no. 1; pp. 1 - 21
Main Author Calzada Pérez, María
Format Journal Article
LanguageEnglish
Published Routledge 02.01.2018
Online AccessGet full text

Cover

More Information
Summary:This article is set within today's globalized market, where monocultural studies are no longer informative enough. It is built upon, among others, Phillips and McQuarrie's exhaustive taxonomy of the visual, which tangentially refers to the existence of moderating factors with an impact on (mis)comprehension. The article focuses precisely on the role of these factors when they affect a population of cross-cultural subjects, who are prone to be exposed to "globally received" advertising. 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.
ISSN:1064-1734
2164-7313
DOI:10.1080/10641734.2017.1372320