Introduction

The Internet has forever changed how marketers present materials to prospective clients . Now, information can be delivered directly to consumers on an unprecedented scale, and online data gathering mechanisms permit a degree of customized marketing not possible in print media (De Kare-Silver, 2001; Brondomo, 2000). This new degree of international access, in combination with market forces of globalization, raises the stakes for businesses, and corporations have begun to grab shares of overseas markets in order to increase overall profits. This situation means marketers may need to develop materials designed for overseas consumers. E-marketing practices, therefore, need to adopt an international focus.

Cultural groups, however, can have different opinions of what constitutes a 'credible' presentation-one that is worthy of consideration and acceptance. These differences mean that a marketing piece considered 'acceptable' by one culture might be considered 'offensive' by another. In terms of online-or Web-based-materials, the most problematic differences can involve visual design, for Web sites are primarily a visual medium. Unfortunately, such cultural expectations are often deep-seated and remain unknown until miscommunication occurs. For this reason, marketers can benefit from methods that address cultural expectations related to marketing visuals.

This chapter presents a methodology, based on concepts from rhetorical theory and prototype theory, individuals can use to create more effective e-marketing materials for consumers in other cultures. The chapter begins with an examination of the global spread of Internet access and examines how cultural expectations of visual design can affect interpretations of marketing images. The chapter next overviews rhetorical theory and prototype theory and explains how each can contribute to the design of international emarketing materials. The chapter then explains how a merger of aspects from rhetorical theory and prototype theory can create an analytical method marketers can use when designing online visuals for international audiences. This organization helps readers understand why it is important to address cultural expectations in e-marketing materials and how to address such expectations more effectively.