التفاصيل البيبلوغرافية
| العنوان: |
Interpretation of Highly Visual 'Open' Advertisements in Dutch Magazines. |
| المؤلفون: |
Ketelaar, Paul E., Van Gisbergen, Marnix S., Beentjes, Johannes |
| المصدر: |
Journal of Visual Literacy; Spring2012, Vol. 31 Issue 1, p23-52, 30p, 9 Color Photographs, 1 Black and White Photograph, 6 Charts, 1 Map |
| مصطلحات موضوعية: |
ADVERTISING & psychology, AMBIGUITY in advertising, CONSUMER attitude research, MAGAZINE advertising, ADVERTISING |
| مصطلحات جغرافية: |
NETHERLANDS |
| مستخلص: |
In recent decades magazine advertisers have used an increasing number of highly visual open ads. Open ads do not guide consumers toward a specific interpretation as traditional ads do. An experiment was carried out to establish the effects of openness on interpretation. As expected, openness was found to have an overall negative effect on interpretation because more consumers were unable to interpret open ads and were not able to create their intended interpretation. Contrary to our expectations, however, we did not establish a higher number of alternative interpretations for open ads. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
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