How Do You See Ads? A Short Survey on Visual Advertising

Hey! This survey is a part of my bachelor's thesis research on cross-cultural visual advertising. It will take approximately 7 minutes. You’ll see 4 ads (2 print posters and 2 short video commercials) and answer a few quick questions about each. The thing here — there are no right or wrong answers; I am interested only in your personal impressions ;] All responses are anonymous and will be used only for academic research.

Thanks a lot for taking part — your input will actually help to understand how people from different countries see and feel advertising!

SECTION 1 — About You

1. What is your nationality?

2. What country do you currently live in?

3. For how long have you been living in this country?

A

Less than 1 year

B

1-3 years

C

3-5 years

D

5-10 years

E

More than 10 years

4. What is your age?

A

Under 18

B

18–24

C

25–34

D

35–44

E

45+

5. What is your gender?

A

Male

B

Female

C

Non-binary / other

D

Prefer not to say

6. How often do you pay attention to advertisements (in any medium)?

A

Never

B

Rarely

C

Sometimes

D

Often

E

Always

Introductory note: Please look closely at the following two advertisements. Both are from the same brand — Shiseido, a Japanese cosmetics company. After that you will be given several questions to rate how much you agree with the following statements, where
1 = Strongly disagree, 7 = Strongly agree. Take a moment to observe each image before answering :)

Advertisement A — Shiseido (Japan, 2024)

7. This advertisement immediately catches my attention.

8. I find this advertisement visually appealing.

9. The visual style of this advertisement feels rich and detailed rather than simple.

10. It is easy to understand what this advertisement is trying to communicate.

11. After seeing this advertisement, I would consider trying this product.

12. The overall mood of this advertisement feels positive and pleasant to me.

13. In a few words, how would you describe the visual style or mood of this advertisement?

Advertisement B — Shiseido (Global, 2025)

14. This advertisement immediately catches my attention.

15. I find this advertisement visually appealing.

16. The visual style of this advertisement feels rich and detailed rather than simple.

17. It is easy to understand what this advertisement is trying to communicate.

18. After seeing this advertisement, I would consider trying this product.

19. The overall mood of this advertisement feels positive and pleasant to me.

20. In a few words, how would you describe the visual style or mood of this advertisement?

21. Having seen both Shiseido advertisements (A and B), which one do you find more appealing overall?

A

Advertisement A

B

Advertisement B

SECTION 3 — Fast Food Video Advertising (McDonald’s)

Introductory note: In this part you will see two short TV commercials from McDonald’s — one produced for the Japanese market and one for the US market. As before, after watching you will be given several questions to rate how much you agree with the following statements and how you felt about it (1 = Strongly disagree, 7 = Strongly agree) Take your time watching each video before answering :)

Video A — McDonald’s (Japan, “Asian Juicy” campaign, 2023)

22. This commercial holds my attention.

23. I find this commercial fun and visually engaging.

24. The story and message of this commercial are easy to follow.

25. This commercial makes the featured food look tasty and appealing.

26. After watching this commercial, I would consider ordering this meal or a similar one.

27. In a few words, how would you describe the style or mood of this commercial?

Video B — McDonald’s (USA, “I Got You Deal” commercial, 2022)

28. This commercial holds my attention.

29. I find this commercial fun and visually engaging.

30. The story and message of this commercial are easy to follow.

31. This commercial makes the featured food look tasty and appealing.

32. After watching this commercial, I would consider ordering this meal or a similar one.

33. In a few words, how would you describe the style or mood of this commercial?

34. Having watched both McDonald's commercials (A and B), which one do you find more appealing overall?

A

Commercial A (Japan)

B

Commercial B (USA)

SECTION 4 — Final Reflections

Finally, please think about all four advertisements together (two for Shiseido and two for McDonald’s) and answer a few short questions.

35. In your opinion, does the visual style of an advertisement affect how you perceive the product it promotes?

A

Yes, strongly

B

Yes, somewhat

C

Neutral

D

Not really

E

Not at all

36. Do you think advertising should be visually adapted to local cultural preferences?

A

Yes, definitely

B

Yes, to some extent

C

I'm not sure

D

No, a universal style is sufficient