Abstract
This research project documents the cultural perceptions and general comprehension of recent U.S. immigrants (immigrated within last 3 years) to visual communication designed to market a product or service. During interviews, participants will share their understanding of a variety of visual communication including: product advertisements, marketing brochures, packaging, and multimedia related to specific products and services ranging in quality and type from ordinary to luxury. Interview questions include but are not limited to the following: What does each example communicate to them? What do they think is the key idea or message of the example? Do they have a positive or negative view of the people and/or product (if any) pictured in the example? How would they feel about having their child or their parent see the example? Does the visual material communicate the important qualities of the product well to them? How would they feel if someone they knew purchased/used the product or service? Would they have used this product/service in their other country? Would they buy or use this product/service now?
Citation
Boman, P. (2004) Questioning Understanding: The Cultural Perception of Visual Communication by Recent Immigrants to the U.S., in Redmond, J., Durling, D. and de Bono, A (eds.), Futureground - DRS International Conference 2004, 17-21 November, Melbourne, Australia. https://dl.designresearchsociety.org/drs-conference-papers/drs2004/researchpapers/191
Questioning Understanding: The Cultural Perception of Visual Communication by Recent Immigrants to the U.S.
This research project documents the cultural perceptions and general comprehension of recent U.S. immigrants (immigrated within last 3 years) to visual communication designed to market a product or service. During interviews, participants will share their understanding of a variety of visual communication including: product advertisements, marketing brochures, packaging, and multimedia related to specific products and services ranging in quality and type from ordinary to luxury. Interview questions include but are not limited to the following: What does each example communicate to them? What do they think is the key idea or message of the example? Do they have a positive or negative view of the people and/or product (if any) pictured in the example? How would they feel about having their child or their parent see the example? Does the visual material communicate the important qualities of the product well to them? How would they feel if someone they knew purchased/used the product or service? Would they have used this product/service in their other country? Would they buy or use this product/service now?