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The role of 'interpretive communities' in the interpretation of 'open text' advertisements

Lookup NU author(s): Professor Natalia Yannopoulou

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Abstract

This study explores how ‘interpretive communities’ construct symbolic meaning from ‘open’ advertisements. A reader-response approach was adopted and conducted through in-depth interviews. Our findings reveal that there is a difference in interpretation based on the gender and social class of the participants. The findings demonstrate how ‘interpretive communities’ go about interpreting advertisements, and explore the implications for designing marketing communications.

Publication metadata

Author(s): Yannopoulou N, Elliott R

Publication type: Article

Publication status: Published

Journal: Advances in Consumer Research

Year: 2009

Volume: 36

Pages: 860-862

Print publication date: 01/01/2009

ISSN (print): 0098-9258

Publisher: Association for Consumer Research

URL: http://www.acrwebsite.org/volumes/v36/NAACR_v36_297.pdf

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