The Role of "Interpretive Communities" in the Interpretation of "Open Text" Advertisements

Natalia Yannopoulou, University of Warwick, UK
Richard Elliott, University of Bath, UK
This study explores how ‘interpretive communities’ construct symbolic meaning from ‘open’ advertisements. A reader-response approach was adopted and conducted through in-depth interviews. Our findings reveal that there is a difference in interpretation based on the gender and social class of the participants. The findings demonstrate how ‘interpretive communities’ go about interpreting advertisements, and explore the implications for designing marketing communications.
[ to cite ]:
Natalia Yannopoulou and Richard Elliott (2009) ,"The Role of "Interpretive Communities" in the Interpretation of "Open Text" Advertisements", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 860-862.