This study aims to investigate how movercial texts are interpreted and signified by audiences. Research questions are as following: ① reception strategies which are used in reading strategic/ambiguous advertising texts ② implication of movercial accor ...
This study aims to investigate how movercial texts are interpreted and signified by audiences. Research questions are as following: ① reception strategies which are used in reading strategic/ambiguous advertising texts ② implication of movercial according to aspect of marketing communication. This study approached qualitatively to BMW movercials and proceeded as follows: First, as background conceptual frameworks, studies on the information process of movercial text and the interpretation of advertising means were reviewed. Secondly, the characteristics of the audiences of the advertisements, analyzed through in-depth individual interviews as well as group interviews, were incorporated into a broad theme and then divided into different dimensions. Finally, the audiences' strategies in reading advertising texts, and the interrelationship between text and strategic reception were discussed under a unified model.
The major findings of this study are as follows: In interpreting the movercial texts, the audiences use various reception strategies such as linguistic strategy, macroscopic strategy, schematic strategy, non-verbal strategy, and socio-cultural strategy, in quite comprehensive manner. Also, it was shown that the consumers make use of different decoding strategies in terms of their recognition, reliability, emotional attitude, and behavior. It can therefore be concluded that the movercial format has its limit in explaining its effectiveness in the entire dimensions of recognition, emotional attitude, and behavior, in the sense that movercial format is most effective in recognition while it invokes more negativity in the behavioral dimension.
Finally, this empirical study, focusing on qualitative analyses, may have its limit as well; however, deeper statistic-qualitative studies in the future could compensate for it.