Publication year
2012Number of pages
30 p.
Source
Journal of Visual Literacy, 31, 1, (2012), pp. 23-52ISSN
Publication type
Article / Letter to editor
Display more detailsDisplay less details
Organization
SW OZ BSI CW
SW OZ NISCO CW
Journal title
Journal of Visual Literacy
Volume
vol. 31
Issue
iss. 1
Languages used
English (eng)
Page start
p. 23
Page end
p. 52
Subject
Communication and MediaAbstract
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.
This item appears in the following Collection(s)
- Academic publications [238586]
- Faculty of Social Sciences [29513]
Upload full text
Use your RU credentials (u/z-number and password) to log in with SURFconext to upload a file for processing by the repository team.