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DOI

https://doi.org/10.25035/visions.26.02.02

Keywords

visual grammar, cross-cultural advertising, electric vehicles

Abstract

This article aims to explore the application of visual grammar in a cross-cultural context. Taking the visual grammar performance of electric car advertisements in different cultural backgrounds as an example, it analyzes how visual elements in these advertisements reflect visual grammar from a cross-cultural perspective, focusing on the principles of cross-cultural business communication. Based on the visual grammar theory of Kress and van Leeuwen, this study selected electric vehicle advertising samples from China and the United States and analyzed them using content analysis. The study found that although global electric vehicle advertisements have commonalities in conveying core values such as comfort and convenience, they show significant cultural differences in specific expressions. For example, there are significant differences between Chinese and American electric car advertisements in the cultural dimensions of long-term culture and short-term culture, power distance, individualism and collectivism, and the differences between male and female traits are minimal. This study provides a research perspective on the visual communication mechanism in cross-cultural communication, reveals how electric vehicle advertising adapts to the needs of different cultures through visual grammar strategies in the context of globalization, and provides reference value for cross-cultural advertising creatives.

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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