In recent times, there has been a noticeable shift in PR research towards visual aspects, highlighting the significance of images and other aesthetic elements in shaping messages and influencing representation. However, it's essential to recognize that not all colors, symbols, and figures hold the same meaning across various countries or cultures. For instance, while the color red typically signifies danger in most parts of the world, it symbolizes good luck in Chinese culture. 

This seminar delves into the ways PR professionals employ diverse visual elements within different cultural contexts and explores how these symbols are interpreted accordingly. To achieve this, we will employ qualitative content analysis, drawing upon visual semiotics and emphasizing visual PR communication and advertising content. Additionally, we will integrate classic theories, such as visual framing, and the intereffection model to investigate this persuasive communication.

Throughout the semester, students will collaborate in complementary groups to research specific cases, allowing for a comprehensive exploration of the subject matter and helping us find out which visual elements are used in which persuasive contexts, and in their respective cultures.