Project Steps-2nd Draft

o Step1:

o To pick up the Chinese and US version TV commercials of the most influential 6 US transnational brands according to the survey The Most Influential Brands across the World by brandchannel.com.

Electronic product: SONY, Apple
Food & Drinks: Coca-Cola, McDonald
Automobile： BMW， Toyota

o Step 2:

o To establish research instruments (the 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

o Step 3:

o To establish several hypotheses about the visual strategies employed by Chinese and US ads to examine against

Needs more research on the literature
Needs a preliminary study on the ad sample

o Step 4:

o To examine the hypotheses to generate more precise conclusion on the visual strategy preferences of each culture

§ Which hypotheses are supported or not supported and why

§ To refer to lit on non-comm theories like advertising and psychology

§ To refer to intercultural comm theories

o Step 5:

o To justify the revised conclusions by showing ad remix to the audience from each culture

o 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

o To collect audience's responses to the modified ads

To observe and videotape their reactions
To collect their comments through questionnair
To collect their perceptions through in-person interviews