search query: @author Yannopoulou, N. / total: 2
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| Author: | Yannopoulou, N. Elliot, R. |
| Title: | Open versus closed advertising texts and interpretive communities |
| Journal: | International Journal of Research in Marketing
2008 : VOL. 27:1 p. 9-36 |
| Index terms: | marketing communication advertising |
| Freeterms: | print advertising |
| Language: | eng |
| Abstract: | This article studies the interpretation of print advertising by different interpretive communities, and examines how audiences understand open-text vs closed-text advertisements. A-reader-response/reception theory approach was adopted and conducted through in-depth interviews. The authors findings show that there are important differences in interpretation based on the social class and gender of the participants. The research shows how interpretive communities use variety of interpretive strategies, and examines the suggestions for designing marketing communications. |
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