Open versus closed advertising texts and interpretive communities
Yannopoulou, Natalia and Elliott, Richard H.. (2008) Open versus closed advertising texts and interpretive communities. International Journal of Advertising, Vol.27 (No.1). pp. 9-36. ISSN 0265-0487Full text not available from this repository.
This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/reception theory approach was adopted and conducted through depth interviews. Our findings reveal that there are meaningful differences in interpretation based on the social class and gender of the participants. The study demonstrates how interpretive communities use different interpretive strategies, and explores the implications for designing marketing communications.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Arts > Theatre, Performance and Cultural Policy Studies > Centre for Cultural Policy Studies|
|Library of Congress Subject Headings (LCSH):||Advertising, Consumers -- Research, Advertising -- Social aspects, Communication in marketing|
|Journal or Publication Title:||International Journal of Advertising|
|Publisher:||World Advertising Research Center Ltd.|
|Number of Pages:||28|
|Page Range:||pp. 9-36|
|Access rights to Published version:||Restricted or Subscription Access|
Ang, I. (1996) Living Room Wars, Rethinking Media Audiences for a Postmodern World.
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