Sources of Miscomprehension in Television Advertising
- 1 June 1984
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 13 (2) , 17-26
- https://doi.org/10.1080/00913367.1984.10672883
Abstract
This investigation explores the factors which lead to miscomprehension of television advertisements. Findings indicate that meaningful differences in both the receivers of the message and the message content itself can account for the degree of miscomprehension of television communications. Implications for message development are discussed.Keywords
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