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全球品牌广告设计虽然考虑到了文化的重要性,但是消费者文化感知模式因素却较少考虑。笔者阐述了中国学生感知模式调查问题。在中国、俄罗斯和美国三个国家,分别对500名说汉语、俄语和英语的学生开展跨文化实验。实验结果表明,不同文化背景的学生感知模式差异较大。中国学生显示出磁场定向和混合注视定位;美国学生显示出直线注视定位,焦点在分离的物体;俄罗斯学生显示出磁场定位、非直线型和全面的感知模式。依据研究结果,笔者提出语言影响学生的感知模式。其观点的支撑基于图片描述中单语和双语学生中所现出的感知模式差异。研究结果对全球广告商的广告设计具有实用价值。
Although the global brand advertising design takes into account the importance of culture, but the cultural awareness of consumer factors are less considered model. The author expounds the question of Chinese students’ perception pattern investigation. In China, Russia and the United States, three cross-cultural experiments were conducted on 500 students who speak Chinese, Russian and English respectively. The experimental results show that there are great differences among students with different cultural backgrounds. Chinese students showed magnetic field orientation and mixed gaze positioning; American students showed straight gaze positioning with focus on separate objects; and Russian students showed magnetic field orientation, non-lineal and comprehensive perception patterns. According to the results of the study, the author proposes that language affects the students’ perception patterns. The proposition of this view is based on the perceived pattern differences found in both monolingual and bilingual students in the picture description. The research results have practical value for advertising design of global advertisers.