The Comprehension and Miscomprehension of Print Communications: An Investigation of Mass Media Magazines.

Jacoby, Jacob and Wayne D. Hoyer.

ISBN 10: 080580143X ISBN 13: 9780805801439

Editorial: Advertising Educational Foundation/Lawrence Erlbaum, (1987)., New York/Hillsdale, NJ, 1987

Idioma: Ingl�s

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White wrappers. Near Fine.

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Detalles bibliogr�ficos

T�tulo

The Comprehension and Miscomprehension of Print Communications: An Investigation of Mass Media Magazines.

Editor

Advertising Educational Foundation/Lawrence Erlbaum, (1987)., New York/Hillsdale, NJ

Fecha de publicaci�n

1987

Idioma

Ingl�s

ISBN 10

080580143X

ISBN 13

9780805801439

Encuadernaci�n

Soft cover

Edici�n

First Edition

Estado

Near Fine

Cat�logos de vendedores

Journalism

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Sinopsis

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.

Acerca del autor

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

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