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The Comprehension and Miscomprehension of Print Communication book cover

1st Edition

The Comprehension and Miscomprehension of Print Communication

By Jacob Jacoby, Wayne D. Hoyer Copyright 1988
298 Pages
by Routledge

298 Pages
by Routledge

298 Pages
by Routledge
Also available as eBook on:
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... Read more
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

Biography

Jacob Jacoby Merchants Council Professor f Retail Management and Consumer Behavior, New York University; Wayne D. Hoyer Associate Professor of Marketing University of Texas at Austin

"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

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