Consumers' Interpretations of Advertising Imagery

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Daid Ge Mic, Laa G. Pii (1989), "CONSUMERS' INTERPRETATIONS OF ADVERTISING

IMAGERY: A VISIT TO THE HELL OF CONNOTATION", i Secia Ve - ic, , : Aciai f

Ce Reeach, Page: 85-96.

Ieeie Ce Reeach, 1989 Page 85-96

CONSUMERS' INTERPRETATIONS OF ADVERTISING IMAGERY: A VISIT TO THE HELL OFCONNOTATION

Daid Ge Mic, Uiei f Fida

Laa G. Pii, Uiei f Fida

[The ah ae idebed he fig idiida h ided aabe ce a eaie daf f

hi aice: Jeh Aba, Mi Hb, Richad L, Dea McCae, Ga McCace, Wified

Nh, Siiaa Rahehe, ad Richad Zaia.]

ABSTRACT -

The eaici f adeiig iage i ieigaed hgh he e f a c ieeie ehd. I i

h ha, bed cibi he bidig, ieeie ehd ae a aabe f eig

ii. I addii, a ce ieci f he c eea eea diei f adeiig

cehei fe iged. We ccde ha he cce f deai i adeiig iai i

igided ad ha a aeaie eaig de f adeiig ci i eeded e f

aeciae he ceiie ad ace f ce' ieeai f adeiig iage.

INTRODUCTION

Ce' ieeai f adeiig eage hae g bee a ia ad ceia ic i

adeiig eeach (Jacb ad He 1982a, 1982b, 1987; Mic 1988b; R, Mecaf, ad Sehe

1981; Shi ad Pe 1981). [The e compehenion ad inepeaion ae ed iechageab

hee. Reade h ei he f he e ae a ie beiee ha deai ad

cai ae eaae cc- -ie becae he aciae cehei ih deai ad

ieeai ih cai. Thi aice ee def he deai/cai diici ih eec

adeiig iai. Cehei ief i cceaied geea i hi aice f a ee f

ceig eecie, ecifica a a ce-idced ead f aciai f eaic cce (edgece). Ifeecig i he baic echai f hi aciai ad a acc f he eaig

cced a a fci f bidgig aead - aciaed cce.] Hiica, eiica ha

ceeed ce' ceig f lingiic ifai; ece, eeache hae aed iceaed

aei nonlingiic feae (e.g., Chide ad H 1984; Ede ad Saei 1983; Jh,

Zie, ad Gde 1987; Richad ad Zaia 1981; Rie ad Pec 1980; Zaia 1986). Legh

heeica iig ia cicai i adeiig hae a aeaed (Rie ad Pec 1983).

Deie hi ed, fe hae aca died he eiic bace f ce' ieeai f

adeiig iai. F iace, Theaic Aecei Te eai ideead i he adeiig

id f Peeig ia ce. Ye, adeiig cha hae eeed ie eff e ch

eaic -eiig ehd if he ad ae ii ab ce' ieeai f

eba ad ifai.

I eea igiic dai, hee ha bee a ge f iee i c (hi --d) echie:


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(B M 1984); (G C 1985);

(K 1983). T , ,po hoc

, .., . I,

, , ,

, . A O, D, M (1984), . 257),

, ,

() . O -,

- , (..,L 1986; M 1987). I ' , F Z

(1988) . [A

,

( , , .). T

, . T

C A (1988) M (1987).] D

,

aion dee ( B, S, W 1988;

H 1987; H G 1986; H O 1988; M 1988). M , ,

, .., ( H 1983). H,

,

.., ,

( C T 1987; H O 1988).

[I

.]

T . F, '

. T , ' .

S, ,

.

ADVERTISING ILLUSTRATIONS: OPEN OR CLOSED TEXTS?

T

, , . I,

, - ,

. A

(). W , .

A (.., MG 1969),

.

I , "" ,

.., . A E (1979, .3),

A '' ( , )

. A

--

.


3/17



I , , "

.

R ,

B' (1983) , ..,

, . H,

.

I , , B (1985)

, . H ,

" , ,

, " (B 1985, . 173;

H 1983, .68-69). A B' , ,

"" , ; . A E (1979, .8) ,

T .... ''

. A ''

[] cloed .

T, .

I / , --

. N, B' (1985) ,

,

. F B , F B (1981, . 196) B (1964, . 43):

I , ? I , J B

B ,

, ' ,

connoaion: , , , , ,

'? .... W B ' '

, .

I W, Z (1986) B'

(1985) . Z

. T , "," "," "," ","

"," "," .'." Z (1986) ,

. I ,

, . L Z,

N (1987, 1988) ,

.

I ,

B-Z-N , ..,


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. I ,

.

A , Z'

. S

/ . W

- , interpretie ()

- ().

DOES SEX SELL?

A , . G

, MC (1987, .528)

models . T

MC' ,

. A MC (1987, .528),

-

. R,

.... S, , ,

.

B MC' , ;

, . H,

- ,

. MC

, , " ,

,

" (. 530).

I , MC -- --

. W

, S, MC' , . I

. T (

); (

);

( - ). A

. [T

/

. O

() ( G 1982).]

T MC'

. T


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, .

METHOD

C

. T ;

E . T 17

subjects, nine . Subjects were compensated ($3)

, .

S ,

. I '

. T

. S

- ( ), .

A , 15 , ,

35 . S

. A , "A ?" T . A ,

-

. T , , .

T . T

:

1) I , describe ' .

2) I our opinionsand feelings ' .

3) W advertiser was tring to communicate

?

4) W evidence

about what the advertiser tried to communicate?

T

. E , . I

, S,

. T 20-22

: , , , . T

.

T G' ( F)

. T ; ,

.

T . S , ;

, . H ,

' . T - , -

"I G'" "T ." T


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, , ,

.

A ,

. I , ,

. T -

. MC'

.

ANALYSIS AND RESULTS

A ,

' . A

, . A

. T :

1) Apeaceflne

( ) (.., );

2) A deie

;

3) Aa

(.., , , , .) (

);

4) N .

T ' ,

'

(.., ). A 15 17

; ' .

T peaceflne , deie

( , ), a ,

. N . E

' T, .

DISCUSSION

P T

. I ,

- . C,

,

, . D

; . M'(1983, . 214-16)

:

T


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"" ' .

I ,

,

.... T

"

. [R M ""

, E' .]

I , , ,

, ,

. W (..,

, - ) .

MC' . F

(29%)

. H,

, 42% "" (5/12). S

' .

L

S . F

, (). [D

.] T, , . T

.

S,

' . B ,

. M, L L (1977) R (1982)

menal , '

. A MI P (1987, .485),

() , . S

, ' baic hemaic inepeaion. T

, .

P (P

E 1979) , , -

.

A --

. I ,

, , .

O ( ) U O P

(E S 1984; R, J,


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S 1986). W

G' . O

. T ,

15 . F

.

F I F D

B' (1985)

. A ,

()

()-- . A ,

,

- , ,

. T '

.

FIGURE 1

TABLE

SIX PARTIAL PROTOCOLS AND THEIR CLASSIFICATIONS

N, S . T

, B , -- --

. I

(.., R P 1983). A, , MI P (1987, . 475) "C -

, - ." I ,

( S 1978). H,

. I , G'

. I .

T

. P

: , . F, B (1985, .173) ,

" ." A

, ,

( J H 1987). W

F (1984, .82):

I ,

, .... F ,

. I

,


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.

B S' (1984) ,

-, , ,

.

MC (1987, .122) ,

" [ ] , ,

," .., , , , ,

. T ,

(F

Z 1988; L 1970; L 1959; MC 1986; S 1987; W 1959). H,

- -,

. O ,

,

. B , O

. I ,

- - .

O P

,

. W .

Same Ad? Different Worldies. R

(J, Z, G 1987). I ,

( ). M

- -:

S#2: "H ."

S#4: "T ' , ' ,

."

S#6: "G , , ."

F :

S#5: "S' . H ."

S#10: "H ' ."

S#17: "'T ."

F , -' . F

- -- ;

. A , -

. I ' 1980 , '

.

F , : (


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). F ,

. A , "H' , ."

W ,

, even on a surface descriptive level, is

, .., . T

G' (1979) . U ,

, , P. W - , M O OUT

.

O

. W

, , . A,

, .

Idiosncracies in the Mindspace. A T A T

, , . O -

" ...

." O - , ..,

" ." A "

, ." I ,

. T ,

S#5: T ' , ' ,

, , .... S

, ,

....

.

P (.., L, W,

W 1970; S B 1986),

. R, ,

M . (1985), OTC

' . O

.

T " ," MC (1987, .121) , -- --

, ' ,

. Y, ","

MC . T , -

, , , , , -

.

Interpretive Knots. S'

. W ,

. L (1970, .48)

:


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She an him o an he

He an he o an him

To ge him o an he

he peend he an him

To ge he o an him

he peend he an he

Jack an Jill an

Jill' an of Jack Jack' an of Jill

o o

Jack ell Jill Jill ell Jack

Jack an Jill Jill an Jack

a pefec conac

Some of o bjec echoed Laing in inepeing he ad image:

S#12: She look like he' oall ignoing him and he hink i' kind of fnn oo,

ha he' ignoing him, like mabe he kno ha he' ppoefll ignoing him.

S#17: She eem o be in he on lile old mabe like, no een ignoing him,

b aegicall ignoing him, kind of plaing had o ge becae he' gging on

he hi and he ha like a lile mile on he face, o he' kind of like eaing o

omehing. ... Ignoing him, b no eall ignoing him, kind of alo acknoledging

a he ame ime.

Hoee, ohe bjec ee ineniie o hee ble nonebal ign. The deeloped compaaiel

imple inepeaion:

S#4: The'e o on a beach omehee. She' paining a eacape, inimae,hee' nobod aond. J a ime ih he o of hem. No deed fo

imming. The'e deed, j in hei egla ee clohe, caal, comfoable.

Obiol he came don hee o pain. She' go eehing he need.

Oeall, female bjec ended o be moe aned o he ange of bod langage ign in he illaion,

epeciall hoe podced b he ad-female.

Beide he complei dimenion, a diffeen inepeie kno of paado and conadicion alo appeaed.

In paicla, ome bjec caall conced inconien meaning:

S#1: Hi epeion, i look like he' almo pleading ih he o go. He

epeion, he' almo ignoing him. I eem like hee cold be a conflic of

inee hee. And again, he and, he ae, he ocean, i look like he'e o in


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. I ' in peace of

mind, ' . [ ]

C,

. Y,

C . T , ,

: ,

, , . H, . T

.

Enisionment. M . L

M (1986) , R (1984)

, L (1986) . A L (1986) ,

M

. T "" " . T

"" .

S :

S#11: S' ' '

. S , , ' ' . N,

.

S#15: H' , , , ' , .

F , ,

- . T

(C 1979, 1980), (L 1986),

(F 1976; R . 1981).

CONCLUSION

T ,

(, , ),

. M,

,

. T .

R ,

. T "H

?" ( W 1984) I, "W

, ?" L C (1986),

L (1986), MC (1987), M (1986), S (1987) ,

- . E

.


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T , -,

;

. I , ,

. A , - ,

,

.

T , C ' , '.

M,Paradise Lost, B 1, 253

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Consumers' Interpretations of Advertising Imagery