(Study 1-K) Study on the Influence Mechanism of Cultural Symbol Advertising Visual Design

Please look at this image carefully and imagine you are browsing social media or a travel blog.

1.

What is your country of citizenship?

2.

Which country do you currently reside in?

3.

What was the language of the text in the background? 

4.

Manipulation Check: Linguistic Comprehensibility

5. Visual Aesthetic Perception 
(How would you rate the visual atmosphere and aesthetic quality of this image?)
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Boring→Fascinating
Ordinary→Creative/Artistic 
Lacking mood→Atmospheric/Vibey
Unattractive →Visually striking
6.

Social Sharing Intention (1 = Strongly Disagree, 7 = Strongly Agree)
(When looking at this image...)

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SST1: I would like to share this image on my social media (e.g., Instagram, WeChat Moments, FB, Line, or other social media platforms).
SST2: I would recommend this aesthetic style to my friends.
SST3: I intend to post a similar picture if I visit this place.
7.

Soft Fascination (1 = Strongly Disagree, 7 = Strongly Agree) 
(When looking at this image...)

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SF1: My attention was drawn to the image effortlessly.
SF2: I felt immersed in the overall mood of the scene without having to focus on specific details.
SF3: Looking at this image felt mentally relaxing and allowed my mind to wander.
SF4: There was plenty of room for my own imagination in this image.
8.

Semantic Intrusion (1 = Strongly Disagree, 7 = Strongly Agree)
(When looking at this image...)

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SI1: My attention was involuntarily drawn to reading the text in the background
SI2: The meaning of the text in the background interrupted my appreciation of the whole picture.
SI3: Processing the background signs required mental effort.
SI4: The text in the background brought me back to mundane, everyday reality.
9.

Language Proficiency：Please rate your current proficiency level in the following languages. (1 = No knowledge at all, 7 = Native or fluent)

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Chinese
English
Japanese
Korean
10.

 How many times have you traveled internationally in the past 5 years?

11.

 Have you ever lived, studied, or worked abroad for more than 6 months?

12.

How familiar are you with the culture of the country shown in this image background?

13. Involvement in Photography: I am very interested in street or travel photography.

14.

What is your age?

15.

What is your gender?

16.

What is the highest level of education you have completed?

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