Everything we have learned in class up to this point has dealt with print media. So how does body language fit in with print ads and brochures? It is a matter of visual cues and cultural differences. Many gestures that are commonly used in U.S. ads have very different and sometimes offensive meanings in other countries. Brad Phillips mentions one such difference in interpretation involving the peace sign. Who would think the use of the peace sign could derail their ad campaign? When developing brochures and print ads, screening photos for such gestures will keep marketers from making embarrassing or disastrous design decisions. Phillips also explains that facial expressions do not have the same impact on the viewer’s interpretation of advertisements in various cultures. In western cultures facial expressions are very important when communicating ideas. However, in eastern cultures people try to display consistent facial expressions. In these cultures subtle changes in tone and inflection take the place of facial expressions. Ads filled with smiling faces may have less impact on the viewer in Asian countries.
http://www.mrmediatraining.com/index.php/2011/11/15/body-language-isnt-equal-cultural-differences-matter/
You see someone smile you think happy, a frown and they are sad. I am in contact with diverse cultures every day at work and it is important how you present yourself to each individual. I had an incident involving the oriental culture, seems the men do not take direct orders from a women…it was a learning experience and he was not happy. A little research goes a long way. President Bush should have known how to communicate and any other person who travels would take that into consideration.
ReplyDeleteJason this is a great point. Nothing loses a reader faster than unbelievability. An example of this is an ad I saw the other day. The ad was promoting craft products. A woman is supposed to be cutting out an intricate detail on a card, but she isn't looking down as she is cutting. Instead she is looking far into the distance. Even though the set reflected an accurate depiction, the woman's body language and eye contact, made the ad seem very fake.
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