Symbols in service advertisements

Symbols in service advertisements Studies the presence of symbols in the service advertisements. Examines the denotative visual content of service advertisements from 1982‐1992 in order to better understand the role relationships between provider and consumer. The study begins with the premise that power and commitment are two dimensions of role relationships which distinguish types of services. The research then explores the various ways in which power and commitment are conveyed through manifest nonverbal symbols. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Symbols in service advertisements

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049810212248
Publisher site
See Article on Publisher Site

Abstract

Studies the presence of symbols in the service advertisements. Examines the denotative visual content of service advertisements from 1982‐1992 in order to better understand the role relationships between provider and consumer. The study begins with the premise that power and commitment are two dimensions of role relationships which distinguish types of services. The research then explores the various ways in which power and commitment are conveyed through manifest nonverbal symbols.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 1, 1998

Keywords: Advertising; Advertising effectiveness; Roles; Services marketing; Symbols

References

  • The importance of service quality determinants in advertising a professional service: an exploratory study
    Clow, K.E.; Tripp, C.; Kenny, J.T.
  • Services Marketing
    Lovelock, C.
  • The role of employee effort in satisfaction with service transactions
    Mohr, L.A.; Bitner, M.J.

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