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.
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.
Natalia Yannopoulou, Doctoral Researcher at University of Warwick, U.K.
Richard Elliott, Professor of Marketing & Consumer Research at University of Bath, U.K.
E - European Advances in Consumer Research Volume 8 | 2007
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