Den tryckta annonsens förlängda arm
En studie i hur ett utvidgat kommunikationsutrymme skapas genom den tryckta annonsen
The foundation of our study is five strategically selected printed advertisements which all contains signs that refer to digital medias. Through a quality content analysis, we are studying how advertisers may use a room with extended communication too enlarge the space given in a printed advertisement. The potential in these rooms are proposing a social connection and a flexible interaction by providing content that is not possible to create in a printed advertisement. The form of communication is changing and there is a two-way communication created in an obvious way. The different kinds of roles in the communication process are here partially integrated with each other. The receiver and sender are included in a cyclic model where the message transfers in different directions. This kind of free form of communication may result in an effective diffusion of a positive message. It may also cause the sender to loose control of the message, which may lead to the initial purpose being lost or changed.