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MAPC Thesis Proposal

Does the Culture Matter?

A Cross‐Culture Study on the Visual Strategies Adopted by US and Chinese TV Commercials of 3 Transnational Brands

Jin Liu

Introduction

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Literature Review

Background/History

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Concept 1

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Concept 2

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Table 1 The Continuum of High­/Low ­Context Culture Countries

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Table 2

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Table 2 Does the Culture Matter? 4 Research Hypotheses Paragraph: text text text text text text

Research Hypotheses

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H1: Chinese ads feature less complete visual story lines than do U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

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H2: Chinese ads visually identify brand names later in the commercials than do U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

H3: Pacing is slower in Chinese ads than in U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

H4: Chinese ads use less subjective camera images than do U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

H5: Chinese ads use less demanding interactive images than U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

H6: Chinese ads use more natural environment as the background settings than U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

H7: Chinese ads use show more group images than do U. S. ads. Explanation: t text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

Methodology

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Samples Paragraph: text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

Research Design

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Step 1:

text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

Step 2:

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Step 3:

Paragraph: text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

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Step 4:

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Step 5:

Paragraph: text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text

Measures

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Table 3

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Schedule

By 6/16/2008 Thesis Proposal 8/417/2008Sampling + Coding 89/2008Literature Review 1/12 18/2009 – Chapter 1 1/19 25/2009 Chapter 2 1/26 2/1/2009 Chapter 3 2/28/2009 Introduction 2/915/2009 – Conclusion February 16, 2009 – Submit the first draft to

the committee February 2328, 2009, First round revision March 1 – submit to the committee March 58 Second round revision March 9 – submit to the committee March 1215 Third round revision March 26, 2009 Thesis Defense May, 2009 – Graduation

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