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Author
P.E. Ketelaar
M.S. Gisbergen
J. Beentjes
Year
2012
Title
Interpretation of highly visual 'open' advertisements in Dutch magazines
Journal
Journal of Visual Literacy
Volume | Issue number
31 | 1
Pages (from-to)
23-52
Document type
Article
Faculty
Faculty of Social and Behavioural Sciences (FMG)
Institute
Amsterdam School of Communication Research (ASCoR)
Abstract
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.
Link
Link
Language
English
Permalink
http://hdl.handle.net/11245/1.379038

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