The Comprehension and Miscomprehension of Print Communication
1st Edition
Published on 26. November 2013
298 pages
978-1-135-43358-1 (ISBN)
Description
First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension-pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile-handle with care if you hope to deliver them intact from one mind to another.
Reviews / Votes
"While there is room for quibbling on some points, the fact is that this study represents the best empirical evidence currently available on the comprehension of printed advertising and editorial content. It provides a baseline of sorts against which to work in succeeding research."-Publishers' Auxilliary
"This is not simply another study of television commercials. For the first time we have a broad-based comparative study, measuring the comprehension and miscomprehension of television commercials, local and network news shows, popular adventure series, serial-type mystery shows, and public service announcements."
-Alfred J. Seaman
Graduate School of Business Administration, NYU
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
File size
5,52 MB
ISBN-13
978-1-135-43358-1 (9781135433581)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Jacob Jacoby | Wayne D. Hoyer
The Comprehension and Miscomprehension of Print Communication
Book
10/1987
1st Edition
Routledge
€37.30
Shipment within 10-20 days
Jacob Jacoby | Wayne D. Hoyer
The Comprehension and Miscomprehension of Print Communication
Book
10/1987
1st Edition
Routledge
€71.98
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Persons
Jacob Jacoby Merchants Council Professor f Retail Management and Consumer Behavior, New York University; Wayne D. Hoyer Associate Professor of Marketing University of Texas at Austin
Content
PART I: INTRODUCTION Chapter 1. The Historical Context PART II: CONCEPTUAL ANDMETHODOLOGICAL UNDERPINNINGS Chapter 2: Conceptual Foundations Chapter 3. Methodology PART III: THE FINDINGS AND THEIR IMPLICATIONS Chapter 4. Findings Chapter 5. Conclusions, Implications, and Future Directions
