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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
--
.
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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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