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Journal of Graphic Engineering and Design, Volume 2 (1), 2011.

Original scientific paper
UDK: 655.3.066.14

The Efficiency Of Message Codification Level
in Print Advertisements: The case of food and
drink products or service
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Authors: Uroš Nedeljković 1, Ivan Pinćjer 1, Gojko Vladić 1 Faculty of Technical Sciences, Graphic Engineering and Design, Novi Sad, Serbia Corresponding author: Uroš Nedeljković,
email: urosned@uns.ac.rs

Abstract
It has been our intention through this paper to evaluate the efficiency of chosen encoding messages in print ads for food and drink, so we have conducted the survey with 28 respondents. The respondents have been asked to assess their own emotions to ads from questionnaire by using Self Assessment Manikin scale (SAM). Ads have been divided into conventional and unconventional ads according to the classification based on the levels of codification by Umberto Eco. The comparison of responses to these two types of advertisements through SAM results and conducted by ANOVA, shows significant differences in judgment of pleasure and judgment of arousal between conventional and unconventional group of ads. Post hoc analysis has shown which of the ads contributed to differences between two groups. The results confirm the hypothesis that the print ads for the food and drink products or service which are coded in the conventional manner provokes recipients better than the ads coded with dominance of the tropological or topical content. The reason for that comes from the fact that appealing with the gastronomic icons on recipient cause the affective response of their innate instincts and tendencies . Key words: Self Assessment Manikin scale, ANOVA, advertisement, tendencies.

Introduction
Between categories of recipient and consumer is the
entity that according to its motor and psychophysical
constitution represents a complex value composed of
a multitude of layered sensors of which, each for itself
and in each unit of time, influenced by many stimuli
reacts to certain presentations, on which it makes conclusions equivalent to the quality of its emotions and the quality of finished action.
Therefore, a good part of the subject’s actions and
reactions can be predicted with a large percentage of
security. Also, based on the analysis of the subject’s responses we can conclude postulates, by which the speFirst received: 07.04.2011. Accepted: 29.05.2011.

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cific content of advertising messages, psychologically
aimed, can be effectively designed and broadcasted.
The main aim of the research commencing with this
paper is to discover more suitable principles for encoding advertising messages in print ads. Visual rhetoric of coded messages projected with the intention of arising
recipient’s interest can be readily turned from the poetically rhetoric message into the state of murmur if the certain level of advertising code of ads is developed in
the “ l’art pour l’art ” manner. In order to establish adequate education for graphic communication designers on the proper application of visual code in print ads, the
inception of the research is the valorization of conventional encoding in food and drink advertising, i.e. the usage of iconic content in print ads with intense emotional messages, which are called “gastronomic icons”

Faculty of Technical Sciences - Graphic Engineering and Design

as well (Eco, 1968). Contrary to the conventional code,
we assume encoding on the level of tropological content. We feel it arouses emotions which tend to provoke acquired or intellectual impulses and we, therefore,
imply that this type often coding is less effective. We
name the encoding in this way unconventional. To
provide the solid foundation of the thesis that conventional gastronomic icons are exerted in order to appeal effectively to innate human impulses, we carry out the
experiment with 28 respondents whose ages range from
25 to 40. The experiment includes visual...
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