3. A Study on the Impact of Visual Metaphor in Mascot Across Culture

Visual metaphors have a significant impact across different cultures. They comprehend high context cultures and low context environments across different populations. However, culture has an impact on the attitude of different visual metaphors. Both visual and non-visual metaphors are perceived differently in a diversity of communities. About 50% of the population understands that pictorials are formed from mixing and recombining already invented visual materials. However, the visual metaphors’ age, reputation, and cultural fitness have been identified as determining viewer persuasiveness. Additionally, the research found out that there are no neutral guidelines for use in the field due to different challenges such as culture, technological improvements, and understanding. The high application of pictorial metaphors in mascot culture is meant to involve and cognitively challenge the target audience. Thus, the high popularity of standardized visual metaphors in global mascot culture is driven by the belief that visuals have emerged as a universal language. An experimental research design involving a cross-sectional survey was applied, which gave a cause on the impact of visual metaphor on different cultures. A stratified random sampling technique was used to administer questionnaires to respondents of different cultural backgrounds. A sample size of 100 respondents was subjected to the research. The data was collected through the use of questionnaires and analyzed through the use of coding methods.