Summary

 

"The development of standardised pictures for emotional advertising in Europe"

 

International brand positioning by emotional items is an advertising strategy which is appropriate to the communication conditions in most European countries. Due to the high costs of the creative work one prefers the standardised execution of the positioning by using the same picture and a translated copy.

 

Given the dominance of visual communication the development of standardised pictures is extremely important. It should be adapted to the rules of visual communication common to the target group.
This will guaranty the correct understanding of the advertising means by the target group.

 

The investigation of word associations of the target group gives clues for the development of
tandardised pictures. Their reach depends on independent cultural variables. Expert systems
provide information about crosscultural differences in word associations.

 

Source: Dmoch, T. (1996), "Die Entwicklung standardisierbarer Bilder für die erlebnisorientierte
Euro-Werbung", Planung & Analyse, Vol. 23, Nr. 4, p. 28-33.