The academic paper titled "Assessment of Purposeful and Considerate Meaning of Advertisements" by Irin Sultana explores the relationship between the intended meanings of advertisements by producers and the meanings interpreted by consumers, particularly within the Saudi Arabian context. The primary focus of the study is to examine how consumers decode the messages in advertisements and whether there exists a pattern of resistance among consumers against the strategies used in these advertisements.
The purpose of the study is to investigate the difference between the meanings that advertisers intend to convey and the meanings that consumers derive from these advertisements. The study specifically aims to uncover whether consumers adopt any strategies of resistance when interpreting the messages presented in advertisements.
The research methodology employed in this study includes a mixed-method approach. Data were collected through questionnaires and interviews with a sample of 35 consumers from different age groups and social classes in the Aseer Province of Saudi Arabia. The study also involved interviews with an advertising agency to gather insights into the advertising strategies and consumer reactions.
Key findings of the study reveal that a significant portion of the consumer audience (71%) is more familiar with electronic media, particularly television, and that advertisements on this medium are the most effective in conveying messages. Furthermore, 42% of consumers reported that advertisements influence their purchasing decisions, though a similar percentage indicated that they rely on other factors such as brand reputation or peer recommendations. The study also found a disparity between the intended meanings of advertisements and the meanings considered by consumers, indicating that consumers often reinterpret or resist the messages in ways that differ from the advertisers' objectives.
The study concludes that while advertisements are a powerful tool for shaping consumer behavior, the meanings derived by consumers can differ significantly from those intended by advertisers. This suggests that advertisers must continuously adapt their strategies to account for the active role consumers play in interpreting and sometimes resisting the messages they encounter. The findings highlight the importance of understanding consumer behavior and the dynamic nature of advertisement reception in shaping effective marketing strategies.