Visual clues of a moment, model or made-up design to contribute to the overall brand positioning spectrum - powerful approach. Many of the highly creative ads are not universal - specific culture / market oriented. Communicating ideas through texts / written - different segment of audience groups will make different meaning, communication gaps, miscommunication - brand positioning diluted. For multicultural markets - visual clue based ads are highly potential. Any thought?
Yes, it can work well in the context of glocalization in which global businesses localise their products to suit a specific market. See the link below for how U.S films are marketed differently in other countries.
Best regards,
Debra
http://www.latimes.com/entertainment/movies/la-ca-mn-selling-films-abroad-20160417-story.html
The cultural impact-outcomes is different from language-base influences. (1). Unfamiliarity or advertized-based attractions are the major elements to create series of false images, as an assumption about a distant culture or group (importance of media). (2). Although there is wishful-thinking of, "one language, one world" exists among the believers of globalization-class, but the effect of translation from one culture to another would be an undeniable. For example, by personal experience, there was an advertise in a restaurant in Beijing-China, in which the phrase of "mouth-watering chicken" was translated to, "saliva chicken". This short statement not only demonstrated the different imagination and the depth of assumption about other language and culture, but also could change the use of a proper synonym of one single language (Because the both words of "mouth watering" and "saliva" are English language, and the Chinese writer knew the meaning of both words). (3). Even in two neighboring area, with two dialects of a same language, one exact word could send a totally different message: for example, the meaning of one single word of "dusur" has the meaning of "landing" in Azeri-Turkish, but it has "falling" in the Istanbul-Turkish; so, when a flight-attendant announced that the airplane was landing, all passenger panicked that their airplane was crashing down (a historic event).
Dear Khandker,
Thank you for your interesting question. These links may interest you.
https://books.google.com/books?id=vqHbCgAAQBAJ&pg=PA119&lpg=PA119&dq=culture-sensitive+visual+advertising&source=bl&ots=OcI0vwOKAv&sig=aINWDe4JOezasP2gSknotLLf040&hl=en&sa=X&ved=0ahUKEwiJ8t3Fhd7QAhXLq1QKHZLfAzEQ6AEIQDAE#v=onepage&q=culture-sensitive%20visual%20advertising&f=false
http://www.commisceo-global.com/blog/culture-in-advertising
http://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=16466&context=rtd
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