Earticle

초록

영어

This purpose of this study is to exam advertisement design in cross-cultural communication, focusing on understanding how advertisements can be designed to resonate with people of different cultural backgrounds. For the data collection of the study, the advertisements presented by Huawei in the European and American markets were collected as samples for an analysis. Through sorting out the types and forms of the texts and advertisements presented in the European and American markets, the study has applied a qualitative content analysis method to conduct as a case study in order to explore the inner meanings and intention to succeed cross-cultural communication. Researching on the system construction and presentation of advertisement design of Huawei brand, this study analyzes the text, image, and product symbol systems of advertising, and explains the meaning and connotation of advertising symbols in light of the advertising semiotics. In conclusion, advertisement designers should develop a corresponding advertising forms and contents, so that enterprises can fully appeal the culture and custom of their target countries, and produce the advertisements through sense of semiotic resonance.

목차

Abstract
Ⅰ. Introduction
Ⅱ. Literature review
1. Advertisement Design in the Cross-cultural Context
2. Applied Concepts: Semiotics, Brand image, Resonance
Ⅲ. Method
1. Qualitative Content Analysis Method
2. Sample selection
Ⅳ. Results
1. Types and Forms of Huawei’s Advertisement Design
2. The Semiotic Construction of Advertisement Design in Cross-cultural Communication
Ⅴ. Conclusion
References

키워드

저자

• Yina Gong [ The Catholic University of Korea, Korea ] First Author
• InSul Kim [ The Catholic University of Korea, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  다문화와 교육 [Journal of Multiculture and Education]

• 간기

  계간

• pISSN

  2508-271X

• 수록기간

  2016~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 331 DDC 301