Readers' perceived meaning on three adidas advertisement

Setiawan, Edy (2009) Readers' perceived meaning on three adidas advertisement. Bachelor thesis, Petra Christian University.

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This research is intended to discover the readers? perceived meaning toward Adidas advertisement and the frames that the readers used in order to get the perceived meaning. The writer used the theory of coherence by Brown and Yule (1983) and ?frames? proposed by Minsky, as cited in Brown and Yule (1983). Generally, the approach of the study is qualitative, the source of the data is Adidas advertisement published in December 2007 and the data are three Adidas advertisements. After the analysis, the writer found that the intended meaning from the website was Adidas love to compete with the others. Besides, from the questionnaires, the writer also found that 13 respondents that could get the intended meaning. In order to get the same interpretation as what the advertiser intended, the frame that the readers needed was ?meaning?. To conclude, background knowledge is very important in interpreting advertisement.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: frames, perceived meaning, advertisement
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 31 Mar 2011 18:37
URI: http://repository.petra.ac.id/id/eprint/1553

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