How to Analyse Comprehension in Print Advertising: Advertising Effect from a Peircean Perspective

Signs - International Journal of Semiotics

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Title How to Analyse Comprehension in Print Advertising: Advertising Effect from a Peircean Perspective
 
Creator Andersen, Christian
Sørensen, Bent
 
Description The present article shows how the composition of an advertisement influences the creation of comprehension in the receiving process. It is suggested that composition is a varying structure of inference fields, and on this foundation, it is emphasised how composition is underrated in consumer research and in its classical modelling of the cognitive effect of advertising, especially comprehension as an effect, and as a contributing factor in the ongoing mental assimilation of the message in general. That composition is an important factor in an advertisement’s cognitive construction of the message is demonstrated via a so-called reduction analysis, that is, an operation in the ad’s composition; its inference fields. This reduction analysis is meant as a preliminary method to establish hypotheses concerning how the composition supports different kinds of comprehension, and to be able to further test such hypotheses experimentally.
 
Publisher University of Copenhagen, Department of Information Science
 
Date 2009-08-08
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://tidsskrift.dk/signs/article/view/26849
 
Source SIGNS; Årg. 3 (2009); 79-114
Signs - International Journal of Semiotics; Vol 3 (2009); 79-114
1902-8822
 
Language eng
 
Relation https://tidsskrift.dk/signs/article/view/26849/23611
 
Rights Copyright (c) 2016 Christian Andersen, Bent Sørensen
 

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