Detail Symbolic meanings, consumers' responses and interpretations of postmodern fashion advertisements Bibliografi Author: Lee, Jaeil ; Cunningham, Patricia A. (Advisor) Topik: MASS COMMUNICATIONS|BUSINESS ADMINISTRATION; MARKETING Bahasa: (EN )    ISBN: 0-599-66519-X     Penerbit: THE OHIO STATE UNIVERSITY     Tahun Terbit: 2000     Jenis: Theses - Dissertation Fulltext: 9962422.pdf (0.0B; 12 download) Abstract Many postmodern fashion advertisements are solely visual images without any written or verbal descriptions of the product. These visual images have increased the ambiguity of messages and consumers are often confused about advert segments. The main purposes of the study were to gain an understanding of symbolic meanings of postmodern ads and how consumers view and interpret postmodern fashion ads, as well as to investigate consumers' responses concerning the evaluations of ads and purchase intention. Constructivism was the paradigm for the study. Banana Republic and Calvin Klein Jeans advertisements were selected for the study. Semiotic analysis was used to understand the meanings of the selected ads and discover the hidden characteristics of postmodern consumer culture. Twenty transcribed semi-structured interviews and survey data gathered from the informants were used for the study. Hermeneutic circle, an iterative spiral of the interpretive process, was used to develop a holistic understanding of the transcribed interviews. Semiotic analysis revealed that visual images in ads are representations of a cultural system, specifically, postmodern consumer culture. Interpretations of informants' meanings indicated that they had shared cultural knowledge and individual differences. Informants understood the ads based on the relationships of signs they found them, such as models' body poses, styles of dress, and backgrounds. Informants had a certain amount of previous ad knowledge, which was a part of their cultural knowledge and used as a guideline in interpreting ads. Some unique postmodern characteristics appeared in the informants' reading. Informants' interpretations were closely related to their evoked emotions and related to lifestyles the ads portrayed. The act of interpreting ad messages appeared to help them to create/reinforce their own self-images. There were similarities and differences in informants' interpretations based on social characteristics such as gender, ethnicity, religion, and cultural capital. Informants' evaluations of ads were somewhat related to the possibility of purchasing, but positive or negative evaluations of ads did not always result in purchase behavior. Implications concerning creation of effective postmodern fashion ads were discussed. Also, further study on gender-based reading, different conditions of involvement, understanding postmodern consumers' lifestyles and tastes were discussed. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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