Abstract

Abstract:

This roundtable brings together professors and practitioners to discuss how to understand audiences' interpretations of advertisements. Topics covered include various theoretical perspectives on audience interpretations of texts; implications when an advertisement addresses cultural, social, and political issues; carefully separating producer intentions from audience interpretations; how audiences assess the authenticity of an advertisement; how brands should consider audiences' perspectives and reactions; understanding what makes audience members see themselves as similar to and different than others; how advertising workplace diversity impacts creativity; how advertising needs to consider audiences' shared experiences and sensibilities; the dangers of targeted and personalized digital ads; and a discussion of significant examples of ads with notable audience reactions, such as ads for Dove Real Beauty, Pepsi, Nike, Orbitz Travel, Gillette, and Peloton.

Additional Information

ISSN
2475-1790
Launched on MUSE
2020-04-10
Open Access
No
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