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Cultural variation in the visual asp...

Liu, Jin.

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Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and US television commercials.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and US television commercials./
Author:	Liu, Jin.
Description:	131 p.
Notes:	Source: Masters Abstracts International, Volume: 49-01, page: 0025.
Contained By:	Masters Abstracts International49-01.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1480585
ISBN:	9781124190143

Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and US television commercials.
Liu, Jin.

Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and US television commercials. - 131 p.

Source: Masters Abstracts International, Volume: 49-01, page: 0025.

Thesis (M.A.)--Clemson University, 2010.

Cross-cultural psychology literature demonstrates cultural variation in visual perception patterns and field information1 inclusion in static visual designs between Chinese and American cultures. This study attempts to empirically investigate whether such variation exists in these two cultures' video images such as television commercials, and whether the commercials customized to cultural preference are more effective than others as previous research suggests. The research results correspond to previous claims about the visual design patterns in Chinese and American cultures, based on which suggestions for cinematic practice are provided. This research contends that variation in information inclusion and exclusion rules manifests differences in the ideology systems and "terministic screens" of the two cultures.

ISBN: 9781124190143Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and US television commercials.
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100 1 $a Liu, Jin. $3 1030247
245 1 0 $a Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and US television commercials.
300 $a 131 p.
500 $a Source: Masters Abstracts International, Volume: 49-01, page: 0025.
500 $a Adviser: Jan Rune Holmevik.
502 $a Thesis (M.A.)--Clemson University, 2010.
520 $a Cross-cultural psychology literature demonstrates cultural variation in visual perception patterns and field information1 inclusion in static visual designs between Chinese and American cultures. This study attempts to empirically investigate whether such variation exists in these two cultures' video images such as television commercials, and whether the commercials customized to cultural preference are more effective than others as previous research suggests. The research results correspond to previous claims about the visual design patterns in Chinese and American cultures, based on which suggestions for cinematic practice are provided. This research contends that variation in information inclusion and exclusion rules manifests differences in the ideology systems and "terministic screens" of the two cultures.
520 $a 1Field refers to the environment/situation where objects (including characters) are located and an event happens. Field information in a picture includes all the information about the environment and the relationship among the characters and focal objects. In this sense, field is the whole picture. The opposite of field is the focal objects detached from the field.
590 $a School code: 0050.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Design and Decorative Arts. $3 1024640
650 4 $a Mass Communications. $3 1017395
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710 2 $a Clemson University. $b English. $3 1022128
773 0 $t Masters Abstracts International $g 49-01.
790 1 0 $a Holmevik, Jan Rune, $e advisor
790 1 0 $a Haynes, Cynthia $e committee member
790 1 0 $a Ding, Huiling $e committee member
790 $a 0050
791 $a M.A.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1480585