TY - JOUR
T1 - A semiotic approach to determining the sins and virtues portrayed in advertising
AU - Langrehr, Frederick W.
AU - Caywood, Clarke L.
PY - 1995/1/1
Y1 - 1995/1/1
N2 - The meaning of an ad, according to semiotic or sign analysis, is based upon the interpretation of the person seeing or hearing thead. Analysts selected for theirpre- determined point of vim narrated in depth interpretations of 12 randomly selected ads. The analysts told the researchers their interpretation of the sins and/or virtues content of the ads. The three analysts provided widely ranging comments and thoughts on the ads. Interestingly, the personfrom an advertising agency was much less likely to see values portrayed in the ads. This difference based on the explorato y research suggests agency personnel may not be able to rely on their own interpretations or other audiences’ perceptions of advertising.
AB - The meaning of an ad, according to semiotic or sign analysis, is based upon the interpretation of the person seeing or hearing thead. Analysts selected for theirpre- determined point of vim narrated in depth interpretations of 12 randomly selected ads. The analysts told the researchers their interpretation of the sins and/or virtues content of the ads. The three analysts provided widely ranging comments and thoughts on the ads. Interestingly, the personfrom an advertising agency was much less likely to see values portrayed in the ads. This difference based on the explorato y research suggests agency personnel may not be able to rely on their own interpretations or other audiences’ perceptions of advertising.
UR - http://www.scopus.com/inward/record.url?scp=0347320293&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0347320293&partnerID=8YFLogxK
U2 - 10.1080/10641734.1995.10505024
DO - 10.1080/10641734.1995.10505024
M3 - Article
AN - SCOPUS:0347320293
SN - 1064-1734
VL - 17
SP - 33
EP - 47
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 1
ER -