search query: @indexterm roles / total: 343
reference: 22 / 343
| Author: | Kenyon, A.J. Wood, E.H. Parsons, A. |
| Title: | Exploring the audience's role: A decoding model for the 21st century |
| Journal: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 276-286 |
| Index terms: | advertising models research roles communication culture |
| Freeterms: | audiences |
| Language: | eng |
| Abstract: | The paper examines the current communication theory and uses empirical research to build upon existing communication theory. The paper has two objectives. The first is to summarize meaning-based models. The second is to introduce a new meaning-based model used by a young audience that provides the hidden framework discovered from their personal stories. With the help of the second objective the purpose is to advance the communication theory. The findings reveal that interpretation of advertisements is based on a wide range of knowledge and experience. The purpose of advertisements is not to find out whether the audiences understand the advertisement. Instead the purpose is to find out which parts of the advertisements participants use to interpret the advertisement. |
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