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2019 | OriginalPaper | Chapter

Visual Symbol Attention and Cross-Cultural Communication

A Case Study of Catering Commercial Graphic Advertising

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Abstract

Taking the catering commercial graphic advertisement as the experimental material, this paper focuses on the Chinese and American subjects’ attention to the graphic, color, composition, text and those visual symbols’ categories in the advertisement. This study starts from the theory of cultural cognition and takes cultural cognitive differences as the premise. To explore the different ways in which the eastern and western communities deal with the visual information in commercial advertisements. Based on the principles of visual design in commercial advertising, this paper deconstructs the visual symbols in graphic advertising design and compares them one by one, so as to draw the difference of attention to visual symbols between Chinese and American subjects in commercial graphic advertising design. Finally, the evaluation results and relative weight values of various visual elements are obtained to form the priority results of attention of commercial graphic advertising design elements, so as to provide technical guidance for multinational enterprises and designers to design commercial advertisements more in line with consumer needs. The results of this experiment can be used for reference and inspiration in the application of the visual theory of cross-cultural cognition in the design of transnational advertisements.

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Metadata
Title
Visual Symbol Attention and Cross-Cultural Communication
Authors
Huang Zhang
Li Zhang
Copyright Year
2019
DOI
https://doi.org/10.1007/978-3-030-22577-3_32