The Comprehension and Miscomprehension of Print Communication: 1st Edition (Paperback) book cover

The Comprehension and Miscomprehension of Print Communication

1st Edition

By Jacob Jacoby, Wayne D. Hoyer


298 pages

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Paperback: 9780805801439
pub: 1987-10-01
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pub: 1987-10-01
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First Published in 1987. Routledge is an imprint of Taylor & Francis, an informa company.


"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."

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."

Alfred J. Seaman

Graduate School of Business Administration, NYU

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies
SOCIAL SCIENCE / Media Studies