Final answer:
Researcher Martin Ross found that sensory brand images perform well in countries with high individualism in their cultural patterns. Studies show that individualistic cultures respond more to branding and imagery as opposed to textual or contextual content in advertisements. The rise of television and print advertising also emphasizes graphic images and brand logos, which align with individualistic values.
Step-by-step explanation:
Researcher Martin Ross observed the influence of cultural patterns on the effectiveness of sensory brand images in advertising. His findings suggest that such marketing strategies perform particularly well in contexts characterized by high levels of individualism. This is supported by several studies, including those by Masuda and Nisbett (2001), as well as by Zhang, Fung, Stanley, Isaacowitz, and Zhang (2014), which showed that people from individualistic cultures like the United States may react differently to stimuli compared to those from collectivistic cultures such as Japan or China. These differences can impact how we perceive advertisements, with individuals in individualistic cultures potentially more responsive to the branding and imagery in an advertisement rather than the contextual or textual content.
Furthermore, the advent of television and changes in print advertising have significantly increased the reliance on graphic images and brand logos to create a cohesive and recognizable brand image. Naomi Klein's work discusses how corporate branding has become increasingly pervasive across various media platforms, affecting both the attention economy and consumer patterns. This adoption of sensory images in branding and advertising aligns itself with individualistic cultures, where personal preferences and individual desires are emphasized over collective values.