The Role of "Interpretive Communities" in 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 (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.

Authors

Natalia Yannopoulou, University of Warwick, UK
Richard Elliott, University of Bath, UK



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, 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.