Cross-cultural content analysis of printed advertisements from character and alphabet-based cultures.
Hong, Siu Ming.
Teo, Yee Ann.
Date of Issue2003
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University