| Description |
196 pages : illustrations ; 23 cm |
| Note |
Research sponsored by the A.A.A.A. Educational Foundation. |
| Bibliography |
Includes bibliographical references (pages 111-112). |
| Contents |
Historical and conceptual foundations. Communication and the mass media ; The communication and miscommunication of meaning ; The miscomprehension of advertising ; Objectives of the investigation -- The specific concepts : discussion and delimitation. Communication ; Sources ; Messages; Viewer ; Miscomprehension -- Methodology. Sampling ; Research setting; Research strategy ; Measurement ; Procedure ; Procedural design -- Findings. Does miscomprehension occur? ; Can we identify a standard range of miscomprehension? Are there differences in the levels of miscomprehension associated with advertising vs. non-advertising communications? Product/service advertising vs. entertainment/information program exceprts ; Miscomprehension considered for each of the six types of communications studied ; Are there demographic differences in the extent to which different people miscomprehend communications? Additional findings -- Limitations, implications, and future directions. |
| Subject |
Content analysis (Communication)
|
|
Content analysis (Communication) |
|
Advertising -- Social aspects.
|
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Advertising -- Social aspects. |
|
Mass media -- Social aspects.
|
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Mass media -- Social aspects. |
|
Television viewers -- United States.
|
|
Television viewers. |
|
United States. |
|
Miscommunication.
|
|
Miscommunication. |
| Added Author |
Hoyer, Wayne D.
|
|
Sheluga, David A.
|
|
American Association of Advertising Agencies. Educational Foundation.
|
|
