Exploring Life Themes and Myths in Alcohol Advertisements through a Meaning-Based Model of Advertising Experiences
本研究运用基于意义的读者反应模型，通过深度访谈分析大学生如何根据个人生活经历解读酒精广告，发现广告中的神话主题被目标受众识别，支持广告需在整体语境中分析以理解消费者体验的论点。
Abstract A meaning-based, reader-response model of advertising is applied to a study of college students exposed to alcohol advertisements to describe (1) how life experiences influence consumers' experiences of advertisements and (2) how the powerful alcohol-related “myths” identified in previous content analyses are also identified by the targets of the ads. Interpretive analysis of in-depth interviews reveals that informants' life themes are evident in their experiences of alcohol advertisements, suggesting that ad interpretations are a function of highly individual cognitions developed by young people about themselves, alcohol, and advertising during their lives. The findings support the notion that advertising should be analyzed holistically and in context to understand the powerful meanings consumers experience in advertising messages in general and in alcohol advertising in particular.