Visual features of advertising design across cultures: adaptation within the context of globalization

Chebotarova, I. B.; Katrechko, D. O.

Публікація:
Visual features of advertising design across cultures: adaptation within the context of globalization

dc.contributor.author	Chebotarova, I. B.
dc.contributor.author	Katrechko, D. O.
dc.date.accessioned	2025-05-26T18:39:06Z
dc.date.available	2025-05-26T18:39:06Z
dc.date.issued	2025
dc.description.abstract	This paper explores the role of visual code as a carrier of values and meanings in intercultural communication. Particular attention is given to the specific visual presentation of advertising materials in the USA, Japan, and Ukraine as culturally diverse countries. The study examines typographic features, color schemes, composition, and narrative strategies shaped by the sociocultural environment. The importance of adapting visual content to the local context is defined as a prerequisite for effective brand-audience interaction in a globalized market.
dc.identifier.citation	Chebotarova I. B. Visual features of advertising design across cultures: adaptation within the context of globalization / I. B. Chebotarova, D. O. Katrechko // Поліграфічні, мультимедійні та web-технології : матеріали Молодіжної школи-семінару X Міжнар. наук.-техн. конф., 14-17 травня 2025 р. – Київ : ТОВ «Видавництво Ліра-К», 2025. – Т. 2. – С. 88-93.
dc.identifier.uri	https://openarchive.nure.ua/handle/document/31325
dc.language.iso	en
dc.publisher	ТОВ «Видавництво Ліра-К»
dc.subject	design
dc.subject	globalization
dc.title	Visual features of advertising design across cultures: adaptation within the context of globalization
dc.type	Conference proceedings
dspace.entity.type	Publication