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The Creation of Meaning in Advertising
Marian Dingena
其他書名
Interaction of Figurative Advertising and Individual Differences in Processing Styles
出版Thesis Publishers, 1994
ISBN90517023889789051702385
URLhttp://books.google.com.hk/books?id=Hd0JAQAAMAAJ&hl=&source=gbs_api
註釋Advertisers may use various communication styles to convey and maximize the impact of their messages to target markets. In direct communication styles, the consumer is provided with literal descriptions of product or brand features, ingredients, benefits or usage possibilities. In indirect communication styles, verbal and pictorial rhetorical figures such as metaphors are used to convey the message claim in a figurative way. In this study a combined semiotic and psychological perspective is chosen to analyze creation of meaning in figurative advertising. From a semiotic perspective, attention is paid to the structure and processes of meaning generation in advertising and to changes in advertising content over time. In addition, the interaction of figurative advertising and individual differences in consumer processing styles in relation to advertising comprehension and evaluation, is examined from a psychological perspective. Three experimental studies are reported.