Date of Award
Spring 1983
Project Type
Dissertation
Program or Major
Psychology
Degree Name
Doctor of Philosophy
Abstract
The purpose of the study was to construct a comprehensive model of advertisement perception. The model's relationship to persuasion, recall and recognition measures of advertisement effectiveness was explored. The research demonstrated that print advertisements are perceived primarily across three general semantic dimensions. These dimensions were named Evaluation, Potency and Activity. The relationship between the three dimensions and similar semantic dimensions reported in the Semantic Differential literature is discussed.
In this research, 32 liquor, jewelry and perfume advertisements were studied. The relationship between the advertisements' persuasion, recall and recognition scores, and the advertisements' Evaluation, Potency and Activity scores is assessed. The advertisements' three perceptual dimensions scores explained 53% of the variation in the advertisements' persuasion, recall and recognition scores.
A coding scheme was developed which described the advertisements' physical characteristics. These codes were factored into seven physical characteristic dimensions. These seven dimensions accounted for 48% of the advertisements' Evaluation, Potency and Activity scores.
Recommended Citation
COX, CLIFFORD JAMES, "SEMANTIC SEGMENTATION OF PRINT ADVERTISEMENTS" (1983). Doctoral Dissertations. 1386.
https://scholars.unh.edu/dissertation/1386