OPEN Repository

Welcome to OPEN - the Repository of Open Scientific Publications, run by the Interdisciplinary Centre for Mathematical and Computational Modelling, University of Warsaw, previously operating as the CeON Repository. The Repository enables Polish researchers from all fields to openly share their articles, books, conference materials, reports, doctoral theses, and other scientific texts.

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Visual Code Across Borders. Visual Communication as the Answer to Intercultural Management Dilemmas
(De Gruyter Open, 2015-12) Waszkiewicz-Raviv, Alicja; Uniwersytet Warszawski
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.

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Affiliation: Uniwersytet Warszawski License: Uznanie autorstwa-Użycie niekomercyjne-Na tych samych warunkach 3.0 Polska Author: Waszkiewicz-Raviv, Alicja Publisher: De Gruyter Open
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