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Open versus closed advertising texts and interpretive communities

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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 0265-0487

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Abstract

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.
ISSN: 0265-0487
Date: 2008
Volume: Vol.27
Number: No.1
Number of Pages: 28
Page Range: pp. 9-36
Status: Peer Reviewed
Publication Status: Published
Access rights to Published version: Restricted or Subscription Access
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URI: http://wrap.warwick.ac.uk/id/eprint/30569

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