Lookup NU author(s): Professor Natalia Yannopoulou
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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.
Author(s): Yannopoulou N, Elliott R
Publication type: Article
Publication status: Published
Journal: Advances in Consumer Research
Print publication date: 01/01/2009
ISSN (print): 0098-9258
Publisher: Association for Consumer Research