The Impact of Symbolic Culture on the Understanding of Visual Figuration in a Cross-Cultural Environment

María Calzada-Pérez (1)
(1) Universitat Jaume I, Spain , Spain

Abstract

This paper focuses on the understanding of visual rhetorical figures as they appear in today’s globalized advertising. A sound theoretical model (i.e., Phillips and McQuarrie 2004) is first reviewed to select a good representative sampling (i.e., 9 advertisements) of the behaviour domain measured. Then, a population of 60 English language students are questioned regarding these 9 advertisements. This study uses a combined methodology, resorting to basic quantitative data to reveal qualitative findings. Our discussion supports prior research (Callister and Stern 2008: 148) indicating that culture is essential for image understanding in a cross-cultural environment and stands in opposition to those who act on the assumption that visuals are universal and therefore understandable in all cultures of the world (Levitt 1983).

Full text article

Generated from XML file

References

Aristotle (1991). The Art of Rhetoric, Lawson-Tancred, H.C. ed. and trans. London: Penguin Classics.

Bartlett, F.C. (1932). Remembering: A Study in Experimental and Social Psychology. Cambridge, England: Cambridge University Press.

Bassnett, S. (1998). “The translation turn in cultural studies”. In S. Bassnett and A. Lefevere (Eds.), Constructing Cultures. Essays on Literary Translation (pp. 123-140). Clevedon/Philadelphia: Multilingual Matters. DOI: https://doi.org/10.21832/9781800417892-011

Callister, M. and L. Stern. (2008). “Inspecting the Unexpected: Schema and the Processing of Visual Deviations”. In E. F. McQuarrie and B. Phillips (Eds.), New Directions in Advertising (pp. 137-158). Amsterdam: John Benjamins.

Forceville, C. (1996). Pictorial Metaphor in Advertising, London: Routledge. DOI: https://doi.org/10.4324/9780203272305

Forceville, C. 2008. “Pictorial and multimodal metaphor in commercials”. In E. F. McQuarrie and B Phillips (Eds.), New Directions in Advertising (pp. 178-205). Amsterdam: John Benjamins.

Gibson, J. J. (1971). “The Information Available in Pictures”. Leonardo, 4, 27-35. DOI: https://doi.org/10.2307/1572228

Groupe Mu (1992). Traité du Signe Visuel. Pour une Rhétorique de l’Image. Paris: Seuil.

Huhmann, B. A. (2008). A model of the cognitive and emotional processing of rhetorical works in advertising. In E. McQuarrie, and B. Phillips (Eds.), Go figure! New Directions in Advertising Rhetoric (pp. 85-113). Armonk, US: M.E. Sharpe.

Johnson-Laird, P. N. (1983). Mental models: Towards a Cognitive Science of Language, Inference, and Consciousness. Cambridge, England: Cambridge University Press.

Levitt, T. (1983). “Globalization of markets”. Harvard Business Review, 61(3), 69-81.

McQuarrie, W. J. and D. Mick, D. (1996). “Figures of Rhetoric in Advertising Language”. Journal of Consumer Research, 22, 424-437. DOI: https://doi.org/10.1086/209459

McQuarrie, E. F. and D. Mick. (1999). “Visual Rhetoric in Advertising: Text-interpretive, experimental, and Reader-response Analyses”. Journal of Consumer Research, 26, 37-54. DOI: https://doi.org/10.1086/209549

McQuarrie, W. J. and B. Phillips (Eds.). (2008). (Eds.). New Directions in Advertising Amsterdam: John Benjamins.

Nash, K. (2001). “The ‘Cultural Turn’ in Social Theory: Towards a Theory of Cultural Politics”. Sociology 35:77-92. DOI: https://doi.org/10.1177/0038038501035001006

Phillips, B. (1997). “Thinking into it: Consumer Interpretation of Complex Advertising Images”. Journal of Advertising 26 (2),77–87. DOI: https://doi.org/10.1080/00913367.1997.10673524

Phillips, B. and E. F. McQuarrie. 2004. “Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising”. Marketing Theory 4: 113- 136. DOI: https://doi.org/10.1177/1470593104044089

Shah, S.K. and K. G. Corley (2006). “Building Better Theory by Bridging the Quantitative–Qualitative Divide”. Journal of Management Studies 43(89), 1824-1835. DOI: https://doi.org/10.1111/j.1467-6486.2006.00662.x

Solomon, M., R. Russell-Bennett and J. Previte. (2013). Consumer Behaviour. French Forest, NSW, Australia: Pearson Higher Education.

Torelli, C. J. (2013). Globalization, Culture, and Branding. New York: Palgrave Macmillan. DOI: https://doi.org/10.1057/9781137331953

Van Mulken, M. (2006). “Towards a New Typology for Visual and Textual Rhetoric in Print Advertisements.” European Advances in Consumer Research, 7, 59-65.

Wang, K-Y., and L. A. Peracchio. (2008). “Reading pictures: Understanding the Stylistic Properties of Advertising Images”. In E. F. McQuarrie and B. J. Phillips (Eds.), New Directions in Advertising (pp. 205-227). Amsterdam, NL: John Benjamins.

Authors

María Calzada-Pérez
calzada@uji.es (Primary Contact)
Author Biography

María Calzada-Pérez, Universitat Jaume I, Spain

María Calzada-Pérez is Full Professor of Translation Studies at the Universitat Jaume I (Spain). Her research focuses on the discourse of advertising, corpus-based translation studies, translation paedagogy and translation and ideology. On advertising, she has published papers such as: (i) Calzada-Pérez, M. (2005).“Proactive Translatology vis-à-vis Advertising Messages”. Meta. Translator’s Journal, 50(4); (ii) Calzada Pérez, M. (2007) “Translating Conflict. Advertising in a Globalised Era”. In M. Salama-Carr (Ed.) Translating and Interpreting Conflict (pp. 149-165). Amsterdam: Rodopi; (iii) Calzada Pérez, M. (2007) “Translated hypermodality. A Descriptive Analysis of Translation-related Electronic Material”. Journal of Applied Linguistics, 4(2), 149-170; (iv) Calzada Pérez, M. (2007). “Translators and Translation Studies Scholars as Inoculators of Resistance”. The Translator, 13(2), 243-269; (v) Calzada Pérez, M. (2007) “A Translational Hypermodal Approach to Web Advertising: The case of Procter & Gamble”. In A. Baldry and E. Montagna (Eds), Interdisciplinary Perspectives on Multimodality: Theory and Practice (pp. 173-188) Campobasso: Palladino Editore.; (vi) Calzada Pérez, M. (2008) “La recepción de figuras retóricas de textos publicitarios”. Quaderns 15, 169; (vii) Calzada Pérez, M. (2011). “Una aproximación empírica a la clasificación y traducción de las figuras retóricas en la publicidad”. Babel, 57(1), 32-57.

Calzada-Pérez, M. (2017). The Impact of Symbolic Culture on the Understanding of Visual Figuration in a Cross-Cultural Environment. Journal of Intercultural Communication, 17(2), 1–18. https://doi.org/10.36923/jicc.v17i2.737

Article Details

Smart Citations via scite_