An Analysis of the Audience’s Interpretation of World Wildlife Fund’s Metaphorical Print Advertisements
碩士 === 國立臺灣科技大學 === 設計系 === 105 === Ｍetaphor is an important rhetoric for human communication. People use rhetoric to simplify complex information and provide interesting interpretation. Marketers use metaphorical rhetoric as a good form of communication to present creativity in advertising. This st...
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| Format: | Others |
| Language: | zh-TW |
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2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/rd5e38 |
| Summary: | 碩士 === 國立臺灣科技大學 === 設計系 === 105 === Ｍetaphor is an important rhetoric for human communication. People use rhetoric to simplify complex information and provide interesting interpretation. Marketers use metaphorical rhetoric as a good form of communication to present creativity in advertising. This study was theoretically constructed on the meaning-based model of advertising effectiveness to explore the interaction between WWF metaphorical print advertisements and the audience by analyzing their knowledge and experience on the difference in interpretation. The results of this study were as floolws.
1. Different types of metaphorical print advertisements had different interpretational contexts. On the contrary, same types of metaphorical print advertisements had similar interpretational contexts. The interviewee’s interpretational differences to print elements could influence the interpretation content.
2. Personal knowledge and experience could influence the content and result of advertisement interpretation especially when there were ambiguities in the signified of elements could produce more obvious interpretational differences.
3. The title played an important role in advertisement interpretation. The title could help the observer to further understand the print content regardless of whether they realized the metaphorical concept or not.
4. Interpretational differences unfolded the audience’s individual agency and coincided with the view of emphasizing the reader’s subjectivity in the reader-response criticism.
Overall, this study concluded that the interpretational differences in World Wildlife Fund’s metaphorical print advertisements resulted primarily from the individual’s differences in element interpretation, knowledge and experience. Contextual reading was the interactive result of personal cognitive experience and contextual structure.
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