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Article Information:
Title:
Interpretative Methodology from Art and Literary Criticism: A Humanistic
Approach to Advertising Imagery
Author(s):
Barbara B. Stern, Jonathan E. Schroeder
Journal:
Year:
1994
Volume:
Issue:
Page:
114 - 132
ISSN:
0309-0566
DOI:
10.1108/03090569410067659
Publisher:
MCB UP Ltd
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Abstract:
Departs from traditional positivist approaches to marketing research by
adopting interpretative methods to analyse the visual/ verbal elements
in print advertisements. Borrows from the humanistic disciplines of art
and literary critical theory to show how verbal and visual elements work
together as an interpretative Gestalt. Describes the methods briefly,
and then illustrates them in detail by means of an exemplar – a Paco
Rabanne pour Homme advertisement known as the “man-in-bed”. First
analyses the exemplar as a verbal text and then as a visual one to
demonstrate the way that congruence between the words and pictures
reiterates the association between the brand benefit and the images used
to convey it. Ends with a call for increased visual literacy in order to
further research on advertising from a humanistic perspective.
Keywords:
Advertising effectiveness, Art, Literature
Article Type:
Research Paper