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1 – 10 of over 22000
Article
Publication date: 1 February 2013

Neha Patel, Natalia Vila‐López and Ines Kuster‐Boluda

A company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an…

2005

Abstract

Purpose

A company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an important communication process. The purpose of this paper is to explore the cultural aspects that affect consumers' interpretation of visual communication in terms of corporate imaging/branding through electronic images on the internet. Specifically two different countries' cultures are being compared: the United States and India.

Design/methodology/approach

Web images of 30 brands, selected from a list of top 100 brands have been chosen and compared in both scenes.

Findings

The results show that some differences really do exist, especially regarding illustrations, groups of people and information in the visual image.

Research limitations/implications

There are additional sub‐cultures in both countries. Future research could take these sub‐cultures into consideration.

Practical implications

Marketing managers should take cultural aspects into consideration when developing virtual marketing campaigns because culture does matter when it comes to visual images as not every culture prefers the same types of visual appeals. Additionally, by adapting visual images to cultures a company will be able to clearly identify its target group and can be assured that the right audience is being reached.

Originality/value

Much research has been done on examining Western countries such as the United States and the United Kingdom with Asian countries such as China and Japan, but not with India.

Details

Cross Cultural Management: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1352-7606

Keywords

Book part
Publication date: 11 August 2014

Terrence H. Witkowski

This chapter fosters understanding of core U.S. gun culture and how it promotes its political ideology through visual means.

Abstract

Purpose

This chapter fosters understanding of core U.S. gun culture and how it promotes its political ideology through visual means.

Methodology

The research applies key visual theory concepts to investigate a selection of political representations made by gun rights advocates. The images analyzed include photographs, posters, and other ephemera posted on blogs and commercial websites located through informed keyword searches of Google Images.

Findings

Core gun culture in the U.S. aggressively promotes its libertarian and right-wing ideology through tactics of interpellation, intertextuality, and exhibitionism, often in tandem with humor, sarcasm, paranoia, and sex appeals.

Research limitations/implications

Although the findings are preliminary, visual theories and methodologies present a promising direction for further consumer research on American gun culture.

Social implications

U.S. gun culture produces levels of gun violence that far exceed those in other developed countries. Knowledge of how the core gun culture represents itself visually may deliver insights for mitigating this social problem.

Originality

Relatively little consumer culture research has addressed U.S. gun culture and visual theories have not been fully deployed.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78190-811-2

Keywords

Book part
Publication date: 9 October 2012

Emma Rich and Kerrie O’Connell

Purpose – The purpose of the chapter is to introduce visual methods and, more specifically, arts-based forms of visual methods, as an innovative and emerging research…

Abstract

Purpose – The purpose of the chapter is to introduce visual methods and, more specifically, arts-based forms of visual methods, as an innovative and emerging research approach within the study of sport and physical culture. The chapter examines the use of art and aesthetics as research data and as a representation issue. It draws upon the case of a research-based arts exhibition to represent and communicate research on bodies.

Design/methodology/approach – The chapter details an international collaborative research project exploring the impact of health policies and their imperatives on schools in the United Kingdom, Australia and New Zealand. The research formed the focus of an arts-based exhibition involving artists’ interpretations of the authors’ research findings. The chapter addresses salient epistemological and ontological issues of ‘representation’ and ‘interpretation’ in visual methods.

Findings – The chapter reveals how the use of arts-based approaches to research do not simply ‘represent’ research, but are constructive in the generation of new insights and forms of knowledge.

Research limitations/implications – The challenges of using arts-based and visual approaches to research are highlighted, particularly in terms of issues of knowledge interpretation. The ways in which these methods allow for lines of sight into life that written texts do not are highlighted.

Originality/value – The chapter provides an introduction to the use of arts-based visual methods in sport and physical culture research. Rather than focusing on visual methods solely as an approach to the collection of data, the chapter extends the discussion around visual methodology to include its use as a form of interpretation that generates and translates knowledge from a new perspective.

Details

Qualitative Research on Sport and Physical Culture
Type: Book
ISBN: 978-1-78052-297-5

Keywords

Article
Publication date: 1 July 2014

Joyce Burstein

Social studies is the combined study of several disciplines including cultural anthropology where expressive culture is defined and described. Expressive culture is the…

Abstract

Social studies is the combined study of several disciplines including cultural anthropology where expressive culture is defined and described. Expressive culture is the processes, emotions, and ideas bound within the social production of aesthetic forms and performances in everyday life. It is a way to embody culture and to express culture through sensory experiences such as dance, music, literature, visual media, and theater. By integrating the arts into social studies, students are introduced to cultural ideals, traditions, and norms inherent in their own lives. This article describes the use of cultural anthropology as a vehicle to teach social studies concepts with visual and performing arts. Two examples of coequal social studies and arts units are examined in second and sixth grades.

Details

Social Studies Research and Practice, vol. 9 no. 2
Type: Research Article
ISSN: 1933-5415

Keywords

Article
Publication date: 11 May 2010

Judy Brown

The purpose of the paper is to explore the potential of visual cultural studies (VCS) to inform and extend research on “accounting and the visual”.

3604

Abstract

Purpose

The purpose of the paper is to explore the potential of visual cultural studies (VCS) to inform and extend research on “accounting and the visual”.

Design/methodology/approach

A VCS framework is utilized: to draw together and organize work on “accounting and the visual”; and to illustrate how concepts and empirical studies from VCS can develop and extend accounting research.

Findings

The “visual culture turn” in the social sciences has generated considerable theorizing and empirical research pertinent to accounting research. In particular, it can deepen studies of accounting visuality – accounting's visibilities, invisibilities and ways of seeing – and stimulate new imag(in)ings.

Practical implications

The paper introduces accounting researchers to questions, topics, concepts and debates in the VCS field and illustrates how accounting and VCS research can mutually inform each other and foster interpretive/critical accounting projects.

Originality/value

VCS can frame studies of “accounting and the visual” (i.e. affirm it as a distinct field, with rich interdisciplinary connections) with implications for developing and extending accounting research.

Details

Accounting, Auditing & Accountability Journal, vol. 23 no. 4
Type: Research Article
ISSN: 0951-3574

Keywords

Article
Publication date: 1 September 2019

W Feng, L Wenhua and G. Xiangguan

The cultural tourism industry, which has subtly met the needs and solved the major problem of the current age, is a new growth point for the current city economic growth…

Abstract

The cultural tourism industry, which has subtly met the needs and solved the major problem of the current age, is a new growth point for the current city economic growth. Therefore, its position in the industrial structure system will be increasingly improved. The development of the cultural tourism industry also provides an important opportunity for the renewal and re-engineering of urban space. For the current urban space construction crisis needs the integration of historical and cultural elements urgently while the development of the cultural tourism industry itself happened to need the city to provide the necessary carrying space and incubation carrier urgently as well. Thus this research discusses the construction of urban visual planning system and the specific implementation path from the perspective of the development of cultural tourism industry.

Details

Open House International, vol. 44 no. 3
Type: Research Article
ISSN: 0168-2601

Keywords

Article
Publication date: 31 August 2020

Leonie Lynch, Maurice Patterson and Caoilfhionn Ní Bheacháin

This paper aims to consider the visual literacy mobilized by consumers in their use of brand aesthetics to construct and communicate a curated self.

Abstract

Purpose

This paper aims to consider the visual literacy mobilized by consumers in their use of brand aesthetics to construct and communicate a curated self.

Design/methodology/approach

The research surveyed a range of visual material from Instagram. Specifically, the goal was to use “compositional interpretation”, an approach to visual analysis that is not methodologically explicit but which, in itself, draws upon the visual literacy of the researcher to provide a descriptive analysis of the formal visual quality of images as distinct from their symbolic resonances. The research also incorporates 10 phenomenological-type interviews with consumers. Consistent with a phenomenological approach, informants were selected because they have “lived” the experience under investigation, in this case requiring them to be keen consumers of the Orla Kiely brand.

Findings

Findings indicate that consumers deploy their visual literacy in strategic visualization (imaginatively planning and coordinating artifacts with other objects in their collection, positioning and using them as part of an overall visual repertoire), composition (becoming active producers of images) and emergent design (turning design objects into display pieces, repurposing design objects or simply borrowing brand aesthetics to create designed objects of their own).

Research limitations/implications

This research has implications for the understanding of visual literacy within consumer culture. Engaging comprehensively with the visual compositions of consumers, this research moves beyond brand symbolism, semiotics or concepts of social status to examine the self-conscious creation of a curated self. The achievement of such a curated self depends on visual literacy and the deployment of abstract design language by consumers in the pursuit of both aesthetic satisfaction and social communication.

Practical implications

This research has implications for brand designers and managers in terms of how they might control or manage the use of brand aesthetics by consumers.

Originality/value

To date, there has been very little consumer research that explores the nature of visual literacy and even less that offers an empirical investigation of this concept within the context of brand aesthetics. The research moves beyond brand symbolism, semiotics and social status to consider the deployment of abstract visual language in communicating the curated self.

Details

European Journal of Marketing, vol. 54 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 February 2018

Karina Goransson and Anna-Sara Fagerholm

The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined…

2717

Abstract

Purpose

The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined from various perspectives with an attempt to develop a foundation for this new academic territory. Second, this study summarises how visual approaches are applied in strategic communication research during 2005-2015, this is done by a literature review including an overall content analysis.

Design/methodology/approach

In order to explore how visual approaches can be applied to strategic communication research, the study started with a literature review by examining the term visual communication from various perspectives. The second step was to do a brief content analysis in order to provide a detailed pattern of theoretical visual approaches in strategic communication research published in scientific journals in the field of strategic communication 2005-2015. A qualitative coding scheme was developed based on the classification of visual approaches in communication research by Barnhurst et al. (2004) and Martin (2011).

Findings

The findings of this study not only support previous research indicating that visual approaches in communication research are increasing; the study also points in the direction of that visual approaches in the research field of strategic communication has slightly emerged during 2005-2015.

Research limitations/implications

This study summarises how visual approaches are applied in strategic communication research during 2005-2015.

Originality/value

This study can provide important knowledge about an innovative visual perspective in strategic communication research.

Details

Journal of Communication Management, vol. 22 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 1 June 2002

Janet L. Borgerson and Jonathan E. Schroeder

This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical…

17642

Abstract

This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. An ontological approach is offered as an alternative to phenomenologically based approaches in marketing scholarship that use consumer responses to generate data. Suggests ways to clarify complex issues of representational ethics in marketing by applying a semiotically‐based analysis that places ontological identity at the center of societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, including advertising, tourist promotions and music, as examples of bad faith marketing strategy. Music is an important force in marketing communication, yet marketing studies have rarely considered music and its visual representations as data for inquiry. Feels that considering visual representation within marketing from an ontological standpoint contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation.

Details

European Journal of Marketing, vol. 36 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 January 2013

Russell Belk

The purpose of this review is to offer a summary of visual and projective research methods that have been applied or may be applied fruitfully in an Asian context…

2286

Abstract

Purpose

The purpose of this review is to offer a summary of visual and projective research methods that have been applied or may be applied fruitfully in an Asian context. Examples are provided and a delineation of the strengths and weaknesses of the methods is made.

Design/methodology/approach

This is a review article covering a number of different relevant methods and briefly reviewing studies that have been conducted in Asia using these methods.

Findings

The paper reviews five different uses of qualitative visual and projective methods in Asian consumer and market research: as archival data for analysis; as direct stimuli for data collection; as projective stimuli for data collection; as a means for recording qualitative data; and as a means for presenting qualitative findings.

Research limitations/implications

It is suggested that Asia contains a rich visual culture and that the research techniques reviewed offer compelling means for enhancing data collection, data analysis, and findings presentations from qualitative market and consumer research in Asia.

Originality/value

The paper brings together a diverse array of prior research illustrating the potential of the methods reviewed. In addition to discussing this research a number of references are provided for those wishing to examine these methods in greater detail and apply them to their own research.

Details

Qualitative Market Research: An International Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

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