Pojęciowa struktura reklamy: Analiza metodologiczna według kategorii ad hoc i kategorii naturalnych
Alicja Grochowska, Andrzej Falkowski
Rocznik: 2006 Tom: 12 Numer: 2
The paper presents the application of prototype theory of concepts to research the cognitive structure of print advertisements. Thus the two approaches to analysis of advertisement were assumed. According to the first one the elements of advertisement have graded structure and create ad hoccategory sensitive to context in which the consumer perceives the ad. The second approach, on the other hand, assumes that ads have graded structure which creates natural category of „advertisement”. The theoretical context of presented research is well interpreted in both, the constructivist paradigm of cognitive processes and philosophical theories of classes. In the empirical study five different ads of the same product category were used in two contexts: ad processing and brand processing. The multidimensional scaling MINISSA and PINDIS were used to process the data. The obtained results prove the accuracy of analysis of print advertisement as conceptual structure according to ad hocand natural categories.