The interpretation of print advertising : how interpretive communities based on gender and social class interpret advertisements
The aim of this study is to explore how interpretive communities based on gender and social class interpret advertisements. By distinguishing between open and closed text advertisements on one hand and by considering audience as active viewers of marketing communication on the other, this research e...
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University of Warwick
2008
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.524229 |