Author
Listed:
- Lyubomira SPASOVA
(Department of Social Sciences and Business Language Training, Faculty of Economics, Trakia University, Stara Zagora, Bulgaria)
Abstract
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.
Suggested Citation
Lyubomira SPASOVA, 2024.
"Influence Of Territorial Distribution On Verbal-Visual Advertisements,"
Business & Management Compass, University of Economics Varna, issue 3, pages 5-18.
Handle:
RePEc:vrn:journl:y:2024:i:3:p:5-18
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrn:journl:y:2024:i:3:p:5-18. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Yana Doneva (email available below). General contact details of provider: https://edirc.repec.org/data/uevarbg.html .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.