The Interpretation of ‘Open Text’ Advertisements

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.



Citation:

Natalia Yannopoulou and Richard Elliott (2007) ,"The Interpretation of ‘Open Text’ Advertisements", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 250-252.

Authors

Natalia Yannopoulou, Doctoral Researcher at University of Warwick, U.K.
Richard Elliott, Professor of Marketing & Consumer Research at University of Bath, U.K.



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More

Featured

The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More

Featured

Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes

Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.