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Title: Cross-cultural content analysis of printed advertisements from character and alphabet-based cultures.
Authors: Hong, Siu Ming.
Huang, Ying.
Teo, Yee Ann.
Keywords: DRNTU::Business::Advertising
Issue Date: 2003
Abstract: A cross-cultural content analysis of advertisements revealed significant differences between advertisements from Character-based cultures and Alphabet-based cultures. The former had a higher area of words than the latter, and vice-versa for graphics. Character-based cultures had a higher need for cognition, higher contextual nature, and stronger fear of misleading others.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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