- Interpretation of highly visual 'open' advertisements in Dutch magazines
- Journal of Visual Literacy
- Volume | Issue number
- 31 | 1
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
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.
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.