Visual Literacy: Advertising Image and Reality

This contextual essay offered historical and theoretical review of image-making in both Communications and Advertising fields. The hypothesis was that the reception of Taiwan's image in the United States was shaped by media contents. The three trade and business magazines selected for this study were Business Week, Forbes, and Fortune published from 1993 through 1997. This period coincided with a directed national campaign promoted by China External Trade Development Association in Taiwan. The result showed that the image of Taiwan and its global products in the media presentations (advertisement and editorial contents) in three major business magazines varied. The findings derived from this research were suggested as a resource were suggested as a resource for future readers surveys to

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