Decoding advertisements, where text meets reader : a qualitative analysis of the process of meaning making in closed and open advertisements

Abstract

This study explains how adverts are interpreted in accordance to the text - open vs. closed. A semiotic analysis of two adverts was conducted using Chandler's D.I.Y. Analysis as a model and three focus groups where held. Results show that open to interpretation messages may not be very suitable for advertising since they can create the problem of multiple interpretations. Although previous studies show that 'open' adverts have more persuasive effect because they engage the consumer more and create positive attitudes, this research shows that 'open' adverts can be misleading and negative attitudes can be created towards the advert and the product when the message can not be understood.