search query: @author Stern, B. / total: 7
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| Author: | Stern, B. Schroeder, J. |
| Title: | Interpretative methodology from art and literary criticism: a humanistic approach to advertising imagery |
| Journal: | European Journal of Marketing
1994 : VOL. 28:8/9, p. 114-132 |
| Index terms: | ADVERTISING EFFECTIVENESS ART LITERATURE |
| Language: | eng |
| Abstract: | This article departs from traditional positivist approaches to marketing research by adopting imperative methods to analyse the visual/verbal elements in print advertisements. It borrows from the humanistic disciplines of art and literary critical theory to show how verbal and visual elements work together as an interpretative Gestalt. It describes the methods briefly, and then illustrates them in detail by means of an exemplar - a Paco Rabanne pour Homme advertisement known as the "man-in-bed". |
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