Date of Award

8-2010

Document Type

Thesis

Degree Name

Master of Arts (MA)

Legacy Department

Professional Communication

Advisor

Holmevik, Jan RuneRune

Committee Member

Haynes , Cynthia

Committee Member

Ding , Huiling

Abstract

Cross-cultural psychology literature demonstrates cultural variation in visual perception patterns and field information 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.

Included in

Communication Commons

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