The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service
It has been our intention through this paper to evaluate the efficiency of chosen encoding messages in print ads forfood and drink, so we have conducted the survey with 28 respondents. The respondents have been asked to assesstheir own emotions to ads from questionnaire by using Self Assessment Mani...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Novi Sad
2011-05-01
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| Series: | Journal of Graphic Engineering and Design |
| Subjects: | |
| Online Access: | http://www.grid.uns.ac.rs/jged/download.php?fid=110 |
| _version_ | 1818495476279803904 |
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| author | Gojko Vladić Ivan Pinćjer Uroš Nedeljković |
| author_facet | Gojko Vladić Ivan Pinćjer Uroš Nedeljković |
| author_sort | Gojko Vladić |
| collection | DOAJ |
| description | It has been our intention through this paper to evaluate the efficiency of chosen encoding messages in print ads forfood and drink, so we have conducted the survey with 28 respondents. The respondents have been asked to assesstheir own emotions to ads from questionnaire by using Self Assessment Manikin scale (SAM). Ads have beendivided into conventional and unconventional ads according to the classification based on the levels of codificationby Umberto Eco. The comparison of responses to these two types of advertisements through SAM results andconducted by ANOVA, shows significant differences in judgment of pleasure and judgment of arousal betweenconventional and unconventional group of ads. Post hoc analysis has shown which of the ads contributed to differencesbetween two groups. The results confirm the hypothesis that the print ads for the food and drink products orservice which are coded in the conventional manner provokes recipients better than the ads coded with dominanceof the tropological or topical content. The reason for that comes from the fact that appealing with the gastronomicicons on recipient cause the affective response of their innate instincts and tendencies . |
| first_indexed | 2024-12-10T18:20:52Z |
| format | Article |
| id | doaj.art-decafa9678874a8487194d4989ed92b5 |
| institution | Directory Open Access Journal |
| issn | 2217-379X 2217-9860 |
| language | English |
| last_indexed | 2024-12-10T18:20:52Z |
| publishDate | 2011-05-01 |
| publisher | University of Novi Sad |
| record_format | Article |
| series | Journal of Graphic Engineering and Design |
| spelling | doaj.art-decafa9678874a8487194d4989ed92b52022-12-22T01:38:12ZengUniversity of Novi SadJournal of Graphic Engineering and Design2217-379X2217-98602011-05-01211623The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or serviceGojko VladićIvan PinćjerUroš NedeljkovićIt has been our intention through this paper to evaluate the efficiency of chosen encoding messages in print ads forfood and drink, so we have conducted the survey with 28 respondents. The respondents have been asked to assesstheir own emotions to ads from questionnaire by using Self Assessment Manikin scale (SAM). Ads have beendivided into conventional and unconventional ads according to the classification based on the levels of codificationby Umberto Eco. The comparison of responses to these two types of advertisements through SAM results andconducted by ANOVA, shows significant differences in judgment of pleasure and judgment of arousal betweenconventional and unconventional group of ads. Post hoc analysis has shown which of the ads contributed to differencesbetween two groups. The results confirm the hypothesis that the print ads for the food and drink products orservice which are coded in the conventional manner provokes recipients better than the ads coded with dominanceof the tropological or topical content. The reason for that comes from the fact that appealing with the gastronomicicons on recipient cause the affective response of their innate instincts and tendencies .http://www.grid.uns.ac.rs/jged/download.php?fid=110Self Assessment Manikin scaleANOVAadvertisementtendencies |
| spellingShingle | Gojko Vladić Ivan Pinćjer Uroš Nedeljković The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service Journal of Graphic Engineering and Design Self Assessment Manikin scale ANOVA advertisement tendencies |
| title | The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service |
| title_full | The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service |
| title_fullStr | The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service |
| title_full_unstemmed | The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service |
| title_short | The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service |
| title_sort | efficiency of message codification level in print advertisements the case of food and drink products or service |
| topic | Self Assessment Manikin scale ANOVA advertisement tendencies |
| url | http://www.grid.uns.ac.rs/jged/download.php?fid=110 |
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