This study analyzed how students at a University of Applied Sciences interpret print advertisements. Data was collected through interviews and written analyses, then analyzed using frame analysis. The study found that education level, knowledge of how advertisements are made, ability to use design programs, and experience producing media all deepen students' interpretation abilities. Active discussion about advertisements and familiarity with genre also lead to more versatile interpretation. Pictures with text guide interpretation efficiently, and interpretation skills can be further developed over time.

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adult media literacy
NOVEMBER
2010
Jonna Tolonen

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interpretation of
advertisements
Study of Interpretation of
Two Print Advertisements by
Students of University of
Applied Sciences

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SUMMARY OF THE STUDY
carried out as a descriptive case study
data gathered by interviews and written
analysis
data analyzed through frame analysis

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major findings
education has great influence on the level
of interpretation
also knowledge of the process how
advertisements are made impacts greatly
on the depth of interpretation

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major findings
ability to use computer programmes
(Photoshop, Illustrator etc.) and
understanding the part of these in print
advertising process deepens the
interpretation level of advertisemens
students´ own media producing enhances
their interpretation of advertisement

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what factors influence
the most on interpretation?
active discussion about the advertisement
makes interpretation more versatile and
in-depth
genre defines interpretation

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what factors influence
the most on interpretation?
picture with the text guides interpretation
efficiently
knowledge level of interpretation which
can be developed through lifetime

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reference
Interpretation of Two Advertisements by
Students of Communications and Social
Affairs Degree in the University of Applied
Sciences
University of Lapland, Faculty of Art and Design,
Audiovisual Media Culture, Media Studies
By Jonna Tolonen
99 pages + 2 enclosures