Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 2

Some magazine advertisements show a picture of a product, mention the brand name, but have virtually no verbal content except, perhaps, a single statement about the brand. Locate an example of this type and explain what meaning you think the advertiser is attempting to convey. Ask two friends to offer their interpretations of the same ad, and then compare their responses to determine the differences in meaning that these ads have for you and your friends. Draw a general conclusion from this exercise.