Influence Of Territorial Distribution On Verbal-Visual Advertisements

The purpose of this scientific paper is to investigate the similarities and differences in the dimension of verbal-visual cognitive styles between three targeted groups of advertising users according to the territorial distribution: users from European countries, from Asian countries and from Balkan countries. Inliterature review, different instruments for measuring cognitive styles are compared, and the author applies the Kirby et al. scale in the present study, because it is a universal scale that can beapplied in various scientific fields. Dataof this studywere collected through a 60-item questionnaire from 450 respondents, and the questionnaire included two modules: 1) Kirbyet al.'s VVQ to determine individuals' verbal-visual orientation, and 2) an authored questionnaire to determine the verbal-visual preferences of advertising consumers.The results of ANOVAshow that high verbalizers are users from Asian countries, high visualizers are users from Balkan countries, and users from European countries have the highest mean values on the dreams subscale. Through Pearson’s correlations between Verbal Subscale and Verbal structures -short information, moderately related positive correlations were found, and this processing of advertising information is achieved most successfully among users from Asian countries. Positive linear relationships were also found between Visual Subscale and Image of people, as well asColour brightness in advertisement, with the strongest visualizers anddreamers being respectively users from the Balkan and European countries, it is assumed that they are influenced by colour brightness in advertisements(higher values of R were found between Visual Subscale and Colour brightness), which is established by Pearson’s correlation.The noveltyof the scientific studyisthatit is the first study to apply VVQ of Kirby et al.inadvertising communication. An author's scale for measuring the verbal-visual components in an advertisement hasalso been proposed and checked for reliability and validity. The originality of the scientific research is expressed in that thesusceptibilityof advertising consumers to the Dream Subscale was testedin advertising.In the present study there are a number of limitations, because only three targeted groups were studied, distributed according to a common criterion -territorial distribution. Another limitation is that there are no measurements regarding users' levels ofVVQ.Future researchshould categorize advertising consumers as high, mediumor low verbalizers, visualizersand dreamers, looking for some causal relationships between individuals' level of verbalization and visualization on the VVQ, as well as their behavioural responses to being offered verbal and visual productsin advertising.