Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/taylor-francis/thinking-into-it-consumer-interpretation-of-complex-advertising-images-0xnZyyoD8l
References (33)
-
Frank Kardes (1988)
Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on PersuasionJournal of Consumer Research, 15
-
(1994)
~ctorial Metaphor in Advertiam,: doctoral cliuertation, Vrije Univeraity ol Amaterdam, Nether· landa -
David Mick, Laura Politi (1989)
Consumers' Interpretations of Advertising Imagery: a Visit to the Hell of Connotation -
Edward Mcquarrie, David Mick (1992)
On Resonance: A Critical Pluralistic Inquiry into Advertising RhetoricJournal of Consumer Research, 19
-
L. Scott (1993)
Spectacular vernacular: Literacy and commercial culture in the postmodern ageInternational Journal of Research in Marketing, 10
-
(1994)
AdvertisinR La1JRUORe: A PrrJRmatic Ap· proach to Advertisements in Britain and Japan -
Arthur Kover (1995)
Copywriters' Implicit Theories of Communication: An ExplorationJournal of Consumer Research, 21
-
Marian Friestad, Peter Wright (1994)
The Persuasion Knowledge Model: How People Cope with Persuasion AttemptsJournal of Consumer Research, 21
-
A. Strauss, J. Corbin (1993)
Basics of qualitative research: Grounded theory procedures and techniques.Contemporary Sociology, 21
-
Paul Meara, D. Sperber, Deirdre Wilson (1989)
Relevance: Communication and CognitionModern Language Review, 84
-
G. Salomon (1994)
Interaction of Media, Cognition, and Learning: An Exploration of How Symbolic Forms Cultivate Mental Skills and Affect Knowledge Acquisition -
W. Ong (1982)
Orality and literacy : the technologizing of the wordComparative Literature, 36
-
(1982)
Adwrfiaing tu Communication, New York: Routledp -
M. Black (1977)
More about metaphorDialectica, 31
-
M. Houston, Terry Childers, S. Heckler (1987)
Picture-Word Consistency and the Elaborative Processing of Advertisements:Journal of Marketing Research, 24
-
Grant Mccracken (1986)
Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer GoodsJournal of Consumer Research, 13
-
C. Forceville (1998)
Pictorial Metaphor in Advertising -
(1986)
Culture and Col18Umption:A Theoreti -
(1996)
The Role olTrade Charactera in Formm -
(1982)
Advertising as communication -
Charles Forcevill (1995)
IBM is a tuning fork: Degrees of freedom in the interpretation of pictorial metaphorsPoetics, 23
-
Edward Mcquarrie, David Mick (1996)
Figures of Rhetoric in Advertising LanguageJournal of Consumer Research, 22
-
L. Scott (1994)
Images in Advertising: The Need for a Theory of Visual RhetoricJournal of Consumer Research, 21
-
(1990)
Consumer Proceuing of Advertising -
Barbara Stern (1990)
Beauty and Joy in Metaphorical Advertising: the Poetic DimensionACR North American Advances
-
(1979)
Interuction ofMediLJ, CqlI'Iition, and Leam· inR: An E:tploration of How Symbolic Form -
学霸图书馆(www.xuebalib.com)是一个"整合众多图书馆数据库资源， -
A. Strauss (1992)
Basics Of Qualitative Research -
David Mick, C. Buhl (1992)
A Meaning-Based Model of Advertising ExperiencesJournal of Consumer Research, 19
-
J. Ward, William Gaidis (1990)
Metaphor in Promotional Communication: a Review of Research on Metaphor Comprehension and QualityACR North American Advances
-
Eyecare Eyedrops Ad Reprinted with permission, All rights reserved -
L. Scott (1994)
The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer ResearchJournal of Consumer Research, 21
-
R. Pieters, E. Rosbergen, M. Hartog (1995)
Visual Attention to Advertising: the Impact of Motivation and RepetitionAdvances in Consumer Research, 23
- Publisher
- Taylor & Francis
- Copyright
- Copyright Taylor & Francis Group, LLC
- ISSN
- 1557-7805
- eISSN
- 0091-3367
- DOI
- 10.1080/00913367.1997.10673524
- Publisher site
- See Article on Publisher Site
Abstract
Abstract The qualitative study reported is based on a new conceptualization that characterizes complex advertising images as figures of rhetoric from which consumers infer advertising messages. Informants interpreted the meanings of six ads containing pictorial metaphors. The interpretations indicated that shared strong implicatures as well as multiple weak implicatures were drawn from images in the ads. In general, consumers' interpretations matched the intentions of the ads' producers. Informant responses also suggested that consumers use cultural, product, and advertising knowledge to infer meaning from advertising images.
Journal
Journal of Advertising – Taylor & Francis
Published: Jun 1, 1997