Globalization of visual media in marketing : the impact of immigration in marketing media in Finland
Gamiz Sandoval, Jimena (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053018879
https://urn.fi/URN:NBN:fi:amk-2024053018879
Tiivistelmä
This thesis explores the impact of immigration on the visual language used in marketing media in Finland, focusing on how different demographic groups perceive and interpret visual elements in advertisements. The study compares the responses of Finns living in Finland (Group 1), foreigners living in Finland (Group 2) and a control group of Mexican nationals (Group 3). Using a combination of qualitative and quantitative research methods, this research aims to understand the cultural nuances influencing the effectiveness of visual marketing strategies.
Survey data assessed the appeal and clarity ratings of seven marketing videos from different years (1990, 2012, 2017, 2018, and 2023). The findings indicate significant differences in appeal ratings between Group 1 and Group 2 for several videos, with Group 1 generally preferring culturally familiar content and Group 2 showing a preference for more recent and globally oriented content. Group 3's responses often aligned more closely with Group 2, suggesting that Group 2 retains cultural perspectives similar to those outside Finland.
Qualitative analysis revealed that Groups 2 and 3 were more likely to assign positive connotations to visual elements but also expressed more confusion and boredom. Group 1, in contrast, reacted positively to advertisements containing Finnish cultural elements. The analysis also identified changes in visual marketing media over the past two decades, including increased use of modern elements, diverse representation, and a focus on promotional content.
By understanding the nuanced perceptions and responses of different demographic groups, this research contributes to the evolving landscape of visual marketing in multicultural societies and highlights the need for ongoing adaptation and cultural awareness in marketing strategies.
Survey data assessed the appeal and clarity ratings of seven marketing videos from different years (1990, 2012, 2017, 2018, and 2023). The findings indicate significant differences in appeal ratings between Group 1 and Group 2 for several videos, with Group 1 generally preferring culturally familiar content and Group 2 showing a preference for more recent and globally oriented content. Group 3's responses often aligned more closely with Group 2, suggesting that Group 2 retains cultural perspectives similar to those outside Finland.
Qualitative analysis revealed that Groups 2 and 3 were more likely to assign positive connotations to visual elements but also expressed more confusion and boredom. Group 1, in contrast, reacted positively to advertisements containing Finnish cultural elements. The analysis also identified changes in visual marketing media over the past two decades, including increased use of modern elements, diverse representation, and a focus on promotional content.
By understanding the nuanced perceptions and responses of different demographic groups, this research contributes to the evolving landscape of visual marketing in multicultural societies and highlights the need for ongoing adaptation and cultural awareness in marketing strategies.