The Comprehension and Miscomprehension of Print Communication
Investigation of Mass Media Magazines
- Publisher's listprice GBP 39.99
-
19 105 Ft (18 195 Ft + 5% VAT)
The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.
- Discount 20% (cc. 3 821 Ft off)
- Discounted price 15 284 Ft (14 556 Ft + 5% VAT)
Subcribe now and take benefit of a favourable price.
Subscribe
19 105 Ft
Availability
Estimated delivery time: In stock at the publisher, but not at Prospero's office. Delivery time approx. 3-5 weeks.
Not in stock at Prospero.
Why don't you give exact delivery time?
Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 1 October 1987
- ISBN 9780805800876
- Binding Hardback
- No. of pages298 pages
- Size 234x156 mm
- Weight 612 g
- Language English 0
Categories
Short description:
First Published in 1987. Routledge is an imprint of Taylor & Francis, an informa company.
MoreLong description:
First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
"While there is room for quibbling on some points, the fact is that this study represents the best empirical evidence currently available on the comprehension of printed advertising and editorial content. It provides a baseline of sorts against which to work in succeeding research."
&&&8212;Publishers' Auxilliary
"This is not simply another study of television commercials. For the first time we have a broad-based comparative study, measuring the comprehension and miscomprehension of television commercials, local and network news shows, popular adventure series, serial-type mystery shows, and public service announcements."
&&&8212;Alfred J. Seaman
Graduate School of Business Administration, NYU
Table of Contents:
PART I: INTRODUCTION Chapter 1. The Historical Context PART II: CONCEPTUAL ANDMETHODOLOGICAL UNDERPINNINGS Chapter 2: Conceptual Foundations Chapter 3. Methodology PART III: THE FINDINGS AND THEIR IMPLICATIONS Chapter 4. Findings Chapter 5. Conclusions, Implications, and Future Directions
More
