Visual Vernaculars Across Emerging Markets Inter-Cultural Perception of Global Advertising

Amos Owen Thomas (1)
(1) Stockholm Business School Stockholm University , Sweden


Given the predominance of visual image over language copy in global advertising this research explores its inter-cultural perception across emerging markets worldwide. Discourse analysis was conducted on the qualitative responses to global print advertisements by target segments in emerging markets of three geographic regions. Both similarities and differences of perception were found between the selected markets in the Middle East, Latin America and East Asia regions, among the upper middle-class target segment for up-market fashion products. Hence the author proposes that visual perception of global advertising be conceptualized as a continuum of vernaculars, rather than as discrete modes suggested by established inter-cultural typologies. Effective execution of global advertising campaigns for emerging markets therefore calls for contingency approaches to optimizing creative strategies.

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Amos Owen Thomas (Primary Contact)
Author Biography

Amos Owen Thomas, Stockholm Business School Stockholm University

Amos Owen Thomas is a docent/associate professor at Stockholm University, teaching marketing and international business, as well as researching global creative industries, intercultural marketing and international trade ethics.

Thomas, A. O. (2019). Visual Vernaculars Across Emerging Markets Inter-Cultural Perception of Global Advertising. Journal of Intercultural Communication, 19(2), 1–18.

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