Determinants of visual forms used in print advertising

Unlike past findings on cross-cultural advertising, culture seems to have little effect on visual forms in ads. In study 1, we tested whether the culture-congruent visual forms would still be prevalent, in spite of all the recent cultural convergence between Eastern and Western cultures. Interestingly, content analyses of visuals in 632 advertisements in a wide range of magazines from Korea (high context) and US (low context) revealed that ads...