Open versus closed advertising texts and interpretive communities
Year: 2008
Type: article
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.
Authors: Natalia Yannopoulou, Richard Elliott
Institutions: University of Warwick, University of Bath
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2111371103