Interaction in print advertising
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Date
2013
Authors
Van Niekerk, Angelique
Gini, Keyser
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
The unrelenting initiative of copywriters manifests itself in their growing tendency
to use interaction within print advertisements and in their use of interactive print
advertisements. Interactive advertisements demand more time and involvement
of the target market that has to participate in some way in order to grasp the
marketing message. In particular, people want to satisfy their curiosity – since
part of the message is often missing – by interacting with the advertisement (and
thus the brand name). In the case of interactive print advertisements, the focus is
on heightened involvement, which is the ultimate reward for the brand in an era
of information overload. A clear distinction is made between interactive print
advertisements and interaction within a print advertisement, where the objective
is a more believable or authentic message. Such advertisements emphasise the
use of spoken language (as opposed to written language) which is reflected in
the lexical choices, sentence structure, etc. Because people are usually sceptical
of advertising messages, print advertisements try to mirror word-of-mouth
advertising and, in so doing, address the scepticism of their possible target market
by exploiting the characteristics of normal conversation.
Description
Keywords
Interactive print advertisements
Citation
Van Niekerk, A., & Keyser, G. (2013). Interaction in print advertising. Communitas, 18, 156-183.