Visual Persuasion in Sport Product Advertising: A cross-cultural perspective

다국어 초록 (Multilingual Abstract)

A key issue in international advertising is the extent to which an advertising campaign can be standardized across cultures. In spite of strategic advantages to standardized sport marketing campaigns, its effects are still being debated due to cultural influence. This study was conducted to examine how the effects of visual image vary as a function of culture in sport product advertising. Specifically, advertising and brand attitude were assessed across Korean and U.S college students. Results indicate that both for Koreans and Americans, the implicit visual sport advertising is more persuasive than the explicit visual sport advertising. With respect to visual preference, Koreans evaluated the implicit pictorial image, which relies on symbolic and metaphorical meaning, in a positive light. Similar responses were observed from Americans in the study. Implications for global sport brand communicators and future researchers are discussed.

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