<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The paper focuses on the visual communication channel and it’s practical implications to the intercultural management practice. Introducing theoretical framework provides arguments for the increasing role of the pictures in the image economy, where esthetics and visual branding are the core elements. Two main fields of business applications of visual channels are drawn in the article: external consumers communication and internal organizational communication. Author’s definition of visual marketing communication (VMC) is provided and the semiotic approach is recommended for the culturally rooted customer communication that increases consumption globally, while information design and infographics are the visual messages suggested for the second field, which is internal, employees communication management.</p></abstract>

The paper focuses on the visual communication channel and it’s practical implications to the intercultural management practice. Introducing theoretical framework provides arguments for the increasing role of the pictures in the image economy, where esthetics and visual branding are the core elements. Two main fields of business applications of visual channels are drawn in the article: external consumers communication and internal organizational communication. Author’s definition of visual marketing communication (VMC) is provided and the semiotic approach is recommended for the culturally rooted customer communication that increases consumption globally, while information design and infographics are the visual messages suggested for the second field, which is internal, employees communication management.

Visual Code Across Borders. Visual Communication as the Answer to Intercultural Management Dilemmas

Journal of Intercultural Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The paper focuses on the visual communication channel and it’s practical implications to the intercultural management practice. Introducing theoretical...

Visual Code Across Borders. Visual Communication as the Answer to Intercultural Management Dilemmas

Published Online: May 31, 2016

Page range: 113 - 121

DOI: https://doi.org/10.1515/joim-2015-0034

Keywords
image economy, intercultural management, visual communication, integrated marketing communication, information design, infographics

© Społeczna Akademia Nauk

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Visual Code Across Borders. Visual Communication as the Answer to Intercultural Management Dilemmas

Published Online: May 31, 2016

Page range: 113 - 121

DOI: https://doi.org/10.1515/joim-2015-0034

Keywordsimage economy, intercultural management, visual communication, integrated marketing communication, information design, infographics

© Społeczna Akademia Nauk

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
image economy, intercultural management, visual communication, integrated marketing communication, information design, infographics