How web banner designers work: The role of internal dialogues, self-evaluations, and implicit communication theories

被引：4
|
作者：
Fourquet-Courbet, Marie-Pierre [1 ]
Courbet, Didier
Vanhuele, Marc
机构：
[1] Univ Avignon, Avignon, France
[2] Univ Nice Sophia Antipolis, Nice, France
[3] HEC Sch Management, Paris, France
来源：
JOURNAL OF ADVERTISING RESEARCH | 2007年 / 47卷 / 02期
关键词：
D O I：
10.2501/S0021849907070213
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In-depth interviews with web banner designers, combined with retrospective protocols, reveal implicit theories of the communication process that they apply during their creation process. These theories take the form of reactions of imaginary audiences with whom web banner designers engage in imaginary dialogues. The dialogues reveal the evaluation standards held by internet users, advertisers, and different colleagues.
引用
收藏
页码：183 / 192
页数：10
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