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Made for China: global collaboration and understanding in advertising design

Scharoun, Lisa 2009, Made for China: global collaboration and understanding in advertising design, Design principles and practices : an international journal, vol. 3, no. 2, pp. 291-302.

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Title Made for China: global collaboration and understanding in advertising design
Author(s) Scharoun, Lisa
Journal name Design principles and practices : an international journal
Volume number 3
Issue number 2
Start page 291
End page 302
Publisher Common Ground
Place of publication Altona, Vic.
Publication date 2009
ISSN 1833-1874
Keyword(s) China
cross-cultural design
advertising
value sets
Summary With a burgeoning economy and one of the world’s largest populations of consumers, the growth and opportunities for graphic design in Mainland China seem endless. Western design and advertising agencies are eager to capture the imaginations of the Mainland audience. The visual communications strategies proposed by western advertising agencies however, often display an inadequate understanding of the historical relevance of symbols and long held value sets of the Chinese consumer. Some agencies take the viewpoint that the Mainland audience wants a copy of things ‘western.’ This can be observed in the shopping districts of most major cities in China where billboards displaying oversized images of Caucasian models dominate the visual environment. Another commonly used strategy is to use a mix of visually interesting Chinese symbols without understanding the full meaning and implication of those symbols. The above illustrates that design educators must begin the process of cross-cultural awareness at the undergraduate level to assure that more effective creative strategies can be achieved in the future. This paper explores cultural confusion in design and the possibilities of overcoming these misunderstandings through cross-cultural collaboration.
Notes Readers must contact Common Ground for permission to reproduce
Language eng
Field of Research 200206 Globalisation and Culture
120307 Visual Communication Design (incl Graphic Design)
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, (individual papers), the author(s)
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016363

Document type: Journal Article
Collections: School of Communication and Creative Arts
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Created: Fri, 15 May 2009, 11:42:40 EST by Gabrielle Lamb

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.