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Effectiveness of values communicatio...

Iowa State University., Art and Design.

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Effectiveness of values communication through cross-cultural corporate symbol design.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Effectiveness of values communication through cross-cultural corporate symbol design./
Author:	Ruiz Alvarez, Juan Manuel.
Description:	109 p.
Notes:	Adviser: Lisa Fontaine.
Contained By:	Masters Abstracts International46-05.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1453172
ISBN:	9780549544005

Effectiveness of values communication through cross-cultural corporate symbol design.
Ruiz Alvarez, Juan Manuel.

Effectiveness of values communication through cross-cultural corporate symbol design. - 109 p.

Adviser: Lisa Fontaine.

Thesis (M.F.A.)--Iowa State University, 2008.

Intercultural communication occurs between people whose culture, language, and visual perceptions are distinct enough to alter the communication event between them. In this arena, the graphic designer plays the role of a visual ambassador, creating vehicles of communication intended to carry messages within or across cultural barriers. The task is challenging and necessary because of the contemporary tendency toward globalization. In today's global market, multinational corporations are creating brands to express their corporate values. As a result, these corporations are more connected to their customers and are differentiated from their competition.

ISBN: 9780549544005Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Effectiveness of values communication through cross-cultural corporate symbol design.
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020 $a 9780549544005
035 $a (UMI)AAI1453172
035 $a AAI1453172
040 $a UMI $c UMI
100 1 $a Ruiz Alvarez, Juan Manuel. $3 1024730
245 1 0 $a Effectiveness of values communication through cross-cultural corporate symbol design.
300 $a 109 p.
500 $a Adviser: Lisa Fontaine.
500 $a Source: Masters Abstracts International, Volume: 46-05, page: 2353.
502 $a Thesis (M.F.A.)--Iowa State University, 2008.
520 $a Intercultural communication occurs between people whose culture, language, and visual perceptions are distinct enough to alter the communication event between them. In this arena, the graphic designer plays the role of a visual ambassador, creating vehicles of communication intended to carry messages within or across cultural barriers. The task is challenging and necessary because of the contemporary tendency toward globalization. In today's global market, multinational corporations are creating brands to express their corporate values. As a result, these corporations are more connected to their customers and are differentiated from their competition.
520 $a This study tested the effectiveness of communicating values instead of products in the design of a symbol for a cross-cultural corporation. For this study, the existing corporate symbol of a Colombian coffee company was redesigned into three different versions in an attempt to communicate values to a cross-cultural audience. Each symbol was tested by means of a survey completed by participants from different parts of the world who were studying at Iowa State University. The first survey tested the effectiveness of a symbol that communicates values only. The second survey tested the effectiveness of a symbol that communicates the same values when accompanied by a reference to a product. The final survey tested the influence of values perception when the symbol uses a universally recognized icon. This methodology provided a clear idea of the possibility to universally communicate values through a corporate symbol.
520 $a The results of this study showed that the corporate symbol which combined product and values had the highest percentage of values recognition. It can also be suggested that by using this corporate symbol redesign, the Colombian coffee company would effectively communicate what the company is and its brand values to a cross-cultural audience.
590 $a School code: 0097.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Design and Decorative Arts. $3 1024640
690 $a 0338
690 $a 0389
710 2 $a Iowa State University. $b Art and Design. $3 1020793
773 0 $t Masters Abstracts International $g 46-05.
790 $a 0097
790 1 0 $a Bruski, Paul $e committee member
790 1 0 $a Fontaine, Lisa, $e advisor
790 1 0 $a Kostelnick, Charles J. $e committee member
791 $a M.F.A.
792 $a 2008
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1453172