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Visual Communication

Visual Communication

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Published by galimathies
BA Project in Intercultural Communication. Written by Sisse Lemb Christensen and Mathies Brinkmann Jespersen, Department of Language and Culture, Aalborg University, Denmark.
BA Project in Intercultural Communication. Written by Sisse Lemb Christensen and Mathies Brinkmann Jespersen, Department of Language and Culture, Aalborg University, Denmark.

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Published by: galimathies on Jun 19, 2008
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12/25/2012

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Cultural Diversity throughOnline Visual Communication
Aalborg University
English and International Studies – BA ProjectSisse L. ChristensenMathies Brinkmann Jespersen
 
 
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Cultural Diversity through Online Visual Communication
Introduction
..................................................................................................................3
Methodology
................................................................................................................5
Tourism and Online Communication
.......................................................................9
Visual Online Communication
.............................................................................10
Culture and Communication
................................................................................17
Intercultural Communication on Websites
........................................................18
High-Context and Low-Context by Cultures
..................................................18
Web Usability
.............................................................................................................22
VisitDenmark
.............................................................................................................25
Analysis
......................................................................................................................28
Analysis of the shared features
...........................................................................28
United States of America (US)
............................................................................34
The United Kingdom (UK)
....................................................................................37
Germany
.................................................................................................................39
Spain
.......................................................................................................................42
The Addresser Outside the Product – Intensions of the Addresser
.............46
Discussion
..................................................................................................................48
Conclusion
.................................................................................................................51
Bibliography
...............................................................................................................53
Appendix 1
.................................................................................................................55
 
 
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Introduction
Tourism is one of the largest and most wide-ranging industries in the world and thelanguage of tourism is far-reaching. The concept of tourism has been around for centuriesand is one of the most important and largest financial industries in the world. The aspect ofgood communication skills in the industry is an important element. By using photos, filmfootages, verbal language and hidden messages, the communication of tourism differs fromother forms of communication
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:“Via static and moving pictures, written texts and audio-visual offerings, thelanguage of tourism attempts to persuade, lure and seduce millions of humanbeings, and, in so doing convert from potential into actual clients”
2
.With the rapid development of the Internet many new possibilities for advertising,communication and promotion in this industry has evolved. An online tourist agency nowhas the possibility of reaching out to many parts of the world at the same time. Withintourism there is a new need for understanding online communication and also the culturalassets that might follow web-based communication. One of the agents who have foreseenthese new possibilities is the tourist organization VisitDenmark (VDK). Their website,visitdenmark.com, is aimed at promoting both leisure vacations and business trips inDenmark. They have chosen to promote online to more than 18 specific markets, rangingfrom North America to Asia, via their website.We would like to focus on visitdenmark.com because of their communicative possibilitiesthrough online communication. We wish to use the theories and ideas by Elizabeth Würtzto explore the cultural assets and aspects of their online communication. To understand andinvestigate the more technical and web-specific aspects of this form of communication wewish to use Lisbeth Thorlacius’ model on visual communication.Online communication also demands awareness of cultural understanding and, amongother things, awareness of user-friendliness and aesthetic designs within websites. User-friendliness is in web terms also known as usability. We have therefore included a review of
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Dann (1996): 1
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Dann (1996): 2
 

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