'A picture paints a thousand words...' - or does it?

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dc.contributor.advisorNederstigt, U.
dc.contributor.advisorPlanken, B.C.
dc.contributor.authorMeijerman, M.
dc.date.issued2019-07-11
dc.description.abstractThis study investigated the possible differences in evaluating visual metaphors by different cultures by answering the research question: ‘To what extent do Chileans (high-context culture) and Dutch (low-context culture) differ in their evaluation of visual metaphors with verbal anchoring in the advertisement?’, and investigated whether the presence of verbal anchoring moderated the influence of culture on their evaluation of visual metaphors. A 2 (type of visual metaphor: juxtaposition vs. fusion) x 2 (culture: Dutch vs. Chilean) x 2 (verbal anchoring: absent vs. present) between-subject design was used in an experiment conducted in an online survey. Individual context communication styles were measured as an operationalization of culture, but the scale was not reliable. Hence, nationality instead of culture was used in the study. Results indicated that Chilean and Dutch consumers differ in their comprehension of visual metaphors with verbal anchoring in the ad. Moderating effects of verbal anchoring and differences in appreciation are little. More research on cultural differences in the evaluation of visual metaphors is needed to identify effective advertisement strategies.en_US
dc.embargo.lift10000-01-01
dc.embargo.typePermanent embargoen_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/8179
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeMaster Communicatie- en informatiewetenschappenen_US
dc.thesis.typeMasteren_US
dc.title'A picture paints a thousand words...' - or does it?en_US
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