Date of Award
8-2010
Document Type
Thesis
Degree Name
Master of Arts (MA)
Legacy Department
Professional Communication
Committee Chair/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.
Recommended Citation
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" (2010). All Theses. 896.
https://tigerprints.clemson.edu/all_theses/896