1. What results in the differences in responses to cognitive consumption of visual ads among different cultures?
2. Can culture influence the thoughts of an individual regarding visual ads?
3. What components of visual ads are easily identified by low-context and high-context cultures?
4. Is there a relationship between historical background and visual images which determines how a consumer recalls a product?
The article inspired me to create these questions based on different perspectives. Originally, the article was exploring the cognitive response of young Chinese and American consumers of visual ads (Yang " Katherine, 2014). They were exposed to a variety of visual ads and were later asked to remember images from the ads as well as list their thoughts regarding the brand meaning. There was a difference in the results as the young American consumers mainly recalled significant objects from the ads and created more brand thoughts from the significant objects. In contrast, the Chinese consumers majorly assigned social roles to people remembered from the ads and not much of brand thoughts generated.
The significant findings I identified from the article include factor such as culture shapes peoples responses and their generation of thoughts to ads. Generally, there are two cultures, high-context, and low-context culture. In high-context cultures like the Chinese, they depend significantly on the verbal expressions which consist of metaphors and symbols. Low-context cultures like American depend on direct verbal expressions to generate thoughts. Besides, the main factor which determines analytical and holistic thinking among advertisement consumers is historical background and diversity of cultures (Yang " Katherine, 2014). Ideas are then seen to be related to the culture of an individual in determining the components and recalling ads objects.
Reference
Yang Feng " Katherine Frith (2014) Cultural differences in cognitive responding to ads: a comparison of young American and Chinese consumers, Asian Journal of Communication, 24:6, 509-528, DOI: 10.1080/01292986.2014.918159
