Cultural perception.

cultural perception.....The big different perception from two sides of this world !!!!



Art454LP or Art503 ( Advertising Art Direction) is one of three classes that I take this Fall quarter. I have learned from the first two exercises about the perception of two culture, American and Thai. First exercise, we were assigned to choose the image and we had to give the word or short phase that totally change the meaning or the emotion of the image. On the other hand, the second one we chose one word or short phase and looked for 10 images that totally change the meaning or emotion of the word.

There are 10-15 students in this class, and the majority of them were born in United State. My perception and their perception is different in many words and images, for example; the image of a head of a man from the bird eye view. I strongly believe that Thai student will not pick this image for this word " How high ....something" ( I can not memorize, my bad ) In contrast, Thai student will choose the same image but different view which can represent a bald head of that man !!!!

The burger is the most popular for this class that represent a junk food>>> This image is universal image that everyone has the same perception.

Cemetery is a sentimental place that can affect the emotion of the viewer, even for Thai people.
Beside, the perception of Asian people from this image is their ancestors.

Red high heel represents a sexy women or fashion.
On the other hand, the meaning of sexy women is represented by nude women in eastern culture.

Can you deliver your ideas, the massage of the product through the image and the word or phase to your clients ? These are the questions that art director and copy writer should keep in mind.