Cultural differences in brand designs and tagline appeals by Jong Woo Jun and Hyun-Seok Lee Department of Advertising,College

of Journalism and Communications, Unversity of Florida, Gainesville, Florida,USA

Abstract The neglect of acknowledgements in the corporate visual identiy literature is perhaps surprising given their importance in the marketing communication process.Bringing this research to a purpose of exploring general cross- cultural differences in corporate visual identity between the USA and Korea. While applying Trompenaars specific versus diffuse dimension to brand logos and taglines in the two countries. Summary Jong Woo Jun and Hyung-Seok Leeconducted a study in cultural differences in brand designs and tagline appeals, which examined the importance of corporate visual identiy. The approach to the understanding of different communication style sin cross-cultural communications situations can be adopted by the four cultural dimensions of

Hofstede(1980,1983,1991) and Halls (1966) hidden demension.

Later the new developed Trompenaars and

dimensions were created by Trompenaars and Hampden-Turner(1998.

Turner(1998) suggested sven cultural dimensions : universalism versus particularism, individualism versus communitarianism, neutral versus emotional, specific versus diffuse, achievement versus ascription, orientation in time and attitudes towards the environment. The specific versus diffuse dimension differentiated from the recent, which would be the main focus of this study. Moreover, it is useful in the case of marketing analysis. The two countries are

relevant for this study because Korea and represents the typical diffuse culture and the USA is commonly classified as a specific culture(Trompenaars and Hapmpden-Turner,1998). There are not many scholors who can explain the existing of CI or corporate identiy. The most agreed on compet of CI is as a strategic management tool used to present a company effitively to the public and to affect long-term public perceptions(Alessandri,2001). Added on to CI includes graphic design, integratd corporate communication, tagline, colur palette, multidisciplinary approach that fouses on orgainisationalbehaviour. Culture is a large impact on the studies of the effectiveness of persuasion across cultures. Particularly when focusing on the Eastern and Western Cultures, which are two significantly different based individuals. Aaker and Mahewaran (1997) found that heuristic cues, such as consensus information, played a greater role in persuasion in a collectivistic culture than in an individualistic culture. Between Korea and the USA, high or low context plays a big role. That is the values of being direct or indirect and the individualistic or group oriented behaviours(Miracle et al,1992) The US can be easily seen as the low context culture and described as analytical and action-oriented. While Korean are high context and would prefer avoiding confrontation in communications. In another words, Korean style is accommodation oriented rather than confrontation oriented. Regarding the individualism scale, he US ranked the highest with a score of 91 out of 100, while Korea scored 18. generic structure of the acknowledgements concerning 240 PhD and MA dissertations are written by non-native speakers of English from various five Hong Kong Universities. How the importance of acknowledgements on his papers there are some importances; the first is they are part of the academic practice of reciprocal gift giving in the same way as citations and the second is it allows students to demonstrate their awareness of some central academic values such as modesty and gratitude, build up credibility and recognize debt. However, published acknowledgements seem to have originated from thanks expressed to patrons and powerful benefactors in the covering letters accompanying scientific article (Atkinson, 1999). Also, the majority acknowledgement was found in prefaces or article footnotes. We can discuss his paper regards to data collection, research methodology, data analysis and main findings as following.

The acknowledgement data were collected as part of a larger study of postgraduate research writing in Hong Kong comprising 240 dissertations and interviews with supervisors and students. The text corpus consists of the acknowledgement sections in 20 MA and 20 PhD dissertations from each of six academic disciplines written by students at five Hong Kong universities totaling 35,000 words. The disciplines represent a broad cross-section of practice, namely: Electronic Engineering (EE), Computer Science (CS), Business Studies (Bus), Biology (Bio), Applied Linguistics (AL), and Public Administration (PA). (Nang is ongoing, ja) Data Analysis The result of this study shows that many students regard an acknowledgement as an important way of publicly recognizing the role of mentors and the sacrifices of loved ones. Around 90% of texts and almost all PhD, contain acknowledgement with the length of texts ranging from 38 words to 1,085 words. The average being 160 words. Doctoral acknowledgement got twice longer than thesis of MA and research of AP averaging almost 400 words. PhD student write longer acknowledgement than MBA student because they are student who work in a longer process of research and possibly more familiar with scholarly practices. Masters student generally studies part time and return to the professional workplaces so these tend to be much shorter. (Det; could you see on NOils sheet for further details)

Research Methodology Student acknowledgements have a three structure consisting of a main thanking move framed by optional Reflecting and Announcing moves. Each of these moves can be divided into sub-units or steps as shown below:
1. 2. Reflecting Move Thanking Move 1. 2. 3. Presenting participations Introspective on the writers research experience Mapping credit to individuals and institutions Introducing those to be thanked

Thanking for academic assistance Thanks for intellectual support, ideas, analyses feedback, etc. Thanking for resources support Thanks for data access & clerical, technical & financial

4.

Thanking for Moral support etc.

Thanks for encouragement, friendship, sympathy, patience,

3.

Announcing Move 1. 2. Accepting responsibility Dedicating the thesis

Public statement of responsibility and inspiration An assertion of authorial responsibility for flaws or errors A formal dedication of the thesis to an individual(s)

The structure presented above shows the outcome of text identifiable of all acknowledgements. Announcing Move is the most little mentioned move. Steps within the thanking move contained 90% of all the acts in the corpus. For those of acknowledging academic and moral support, there is considerable recursion of steps. The central Thanking move is an obligation matter, on the other hand, Thanking for academic assistance occurs in every text. To show gratitude to ones supervisor and other advisors by underlining what these writers deliberate to be the central function of the genre. It is in fact very noticeable that the acts relate easily to indentify as most individuals were acknowledged with both a name and the kind of assistance they provided. This open disclosure suggests writers to not only address those they acknowledged, but also conscious of a readership of examiners and a possibly wider group of academics.

Discussion