- Step1:
- To pick up 50-100 ads of the most influential 4-6 transnational brands
- To research the evaluation literature of transnational brands
- To find the ads used in Chinese and US markets
- from library?
- from Internet
- Step 2:
- To establish research instruments
- Visual variables reflecting cultural values
- To do more literature review
- On cultural values of high-context and low-context cultures
- On visual strategies from film editing literature
- Visual storytelling
- Cinematography
- Step 3:
- To establish several hypotheses about the visual strategies employed by Chinese and US ads to examine against
- Step 3:
- To summarize and compare the visual strategies used by the ads
- The total number of times they are used
- The frequency of every visual variable
- Step 4:
- To examine the hypotheses
- which hypotheses are supported
- which hypotheses are not supported
- Step 5:
- To analyze the reasons of those justified or unsupported hypotheses about the visual characteristics
- To refer to lit on non-comm theories like advertising and psychology
- To refer to intercultural comm theories
- Step 6:
- To summarize the ads' visual strategies to examine in the experiment part
- Step 7:
- To modify some of the ads against the summary of visual strategies
- To remix the ads against the visual strategies
- To show the remixed ads to HC and LC audience separately
- Step 8:
- To collect audience's responses to the modified ads
- To observe and record their reactions
- To collect their comments through questionnaire
- To collect their perceptions through in-person interviews
- Step 9:
- To summarize the visual strategies culturally effective to HC and LC audience
- Step 10:
- To generate a series film editing recommendations for culturally based advertising campaigns.
Monday, June 2, 2008
Project Plan
In order to find out which film editing strategies are culturally effective to the audience in Chinese and US markets, this research is going to look into the implications of certain visual strategies associated with cultural values of High-Context and Low-Context cultures.
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1 comment:
There has probably been a good deal of research on ads in general in different types of media. If you begin with research on instruments that have already been validated in this area, it could help you make some of the primary decisions about the type of media you want to explore. As a beginning researcher having an already validated instrument could make your research much more valuable.
Your idea to look at ad backgrounds and how different cultures veiw them may be a new twist in an area that has been well researched and could be quite innovative.
Ads and the research on them are probably specific to particular industries. For instance, if you look at the automobile industry, you could choose just two brands of vehicles, one US and the other Chinese but try to find ones that sell in both countries. Another subgroup might be a comparison of similar economic groups within each culture who purchase these 2 brands. The more specific you are and the fewer variables you use the stronger your outcomes. As you go forward with a tight focus you can begin to talk about how this study could be broadened.
Great idea! Remember to have fun with it! Virginia
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