Open versus closed advertising texts and interpretive communities

Natalia Yannopoulou, Richard Elliott

Research output: Contribution to journalArticle

  • 13 Citations

Abstract

This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/reception theory approach was adopted and conducted through depth interviews. Our findings reveal that there are meaningful differences in interpretation based on the social class and gender of the participants. The study demonstrates how interpretive communities use different interpretive strategies, and explores the implications for designing marketing communications.
LanguageEnglish
Pages9-36
Number of pages28
JournalInternational Journal of Advertising
Volume27
Issue number1
StatusPublished - 2013

Fingerprint

Marketing
interpretation
social class
community
communications
marketing
Communication
gender
interview
Interpretive
Marketing communications

Cite this

Open versus closed advertising texts and interpretive communities. / Yannopoulou, Natalia; Elliott, Richard.

In: International Journal of Advertising, Vol. 27, No. 1, 2013, p. 9-36.

Research output: Contribution to journalArticle

@article{9eade03825f34592a750904c97c45e44,
title = "Open versus closed advertising texts and interpretive communities",
abstract = "This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/reception theory approach was adopted and conducted through depth interviews. Our findings reveal that there are meaningful differences in interpretation based on the social class and gender of the participants. The study demonstrates how interpretive communities use different interpretive strategies, and explores the implications for designing marketing communications.",
author = "Natalia Yannopoulou and Richard Elliott",
year = "2013",
language = "English",
volume = "27",
pages = "9--36",
journal = "International Journal of Advertising",
issn = "0265-0487",
publisher = "NTC Publications Ltd.",
number = "1",

}

TY - JOUR

T1 - Open versus closed advertising texts and interpretive communities

AU - Yannopoulou, Natalia

AU - Elliott, Richard

PY - 2013

Y1 - 2013

N2 - This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/reception theory approach was adopted and conducted through depth interviews. Our findings reveal that there are meaningful differences in interpretation based on the social class and gender of the participants. The study demonstrates how interpretive communities use different interpretive strategies, and explores the implications for designing marketing communications.

AB - This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/reception theory approach was adopted and conducted through depth interviews. Our findings reveal that there are meaningful differences in interpretation based on the social class and gender of the participants. The study demonstrates how interpretive communities use different interpretive strategies, and explores the implications for designing marketing communications.

UR - http://www.scopus.com/inward/record.url?scp=39449119501&partnerID=8YFLogxK

M3 - Article

VL - 27

SP - 9

EP - 36

JO - International Journal of Advertising

T2 - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

IS - 1

ER -