search query: @journal_id 490 / total: 305
reference: 15 / 305
| Author: | Bode, M. |
| Title: | Lesarten der Werbung |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1996 : 3. QUARTAL, VOL. 18:3, p. 164-178 |
| Index terms: | ADVERTISING USA RESEARCH |
| Language: | eng |
| Abstract: | The "interpretive turn" in humanity research and in social science continues to be a topic of discussion. Approaches that apply interpretive analysis to the signs and meanings of marketing phenomena are increasing within American marketing science. The paper presents an overview of the meaning-based advertising research associated with the interpretive movement. Recent developments focus on the degree of interpretive freedom btw. the constraining structures of the advertisement, the context of interpretation, and the socio-cultural background of the message recipient. |
SCIMA