The research concerns the cognitive structure of print advertisement in the light of the prototype theory of concepts. The impact of context on perception of elements of print advertisement (investigated as an ad hoc category) is presented. Relationship between graded structure of ad as a common category and context sensitivity of advertisement as an ad hoc category is showed too. Twenty print advertisements, in four product categories, were used. The multidimensional scaling programs MINISSA and PINDIS, and methods of non-linear estimation were used to determine the cognitive structure of perceived ads and relationships between typicality and stability (context independency) of perceived ads. The results showed that the more typical and the less typical ads (as exemplars of common category) are less context sensitive (i.e. more stable) than moderately typical ads. Similarly, the more typical and the less typical elements of ad as an ad hoc category were more stable than moderately typical elements. Thus, the hypothesis on curvilinear relationships between typicality and stability of advertisement has been confirmed. The results are discussed in the light of practical applications - on creating efficient ads. Further research in the light of the prospect theory by Tversky and Kahneman is proposed. .
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.