How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Implicit Communication Theories

Didier Courbet (), Marie-Pierre Fourquet-Courbet () and Marc Vanhuele
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Didier Courbet: I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UTLN - Université de Toulon
Marie-Pierre Fourquet-Courbet: I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UTLN - Université de Toulon
Marc Vanhuele: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: In-depth interviews with web banner designers, combined with retrospective protocols, reveai implicit theories ofthe 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.

Keywords: situated cognition; advertising; retrospective protocols; creativity; cognition située; créativité; publicité; influence; représentations sociales; persuasion; internet; protocole rétrospectif (search for similar items in EconPapers)
Date: 2007-06-16
Note: View the original document on HAL open archive server: https://archivesic.ccsd.cnrs.fr/sic_00288393
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Citations: View citations in EconPapers (1)

Published in Journal of Advertising Research, 2007, 47 (2), pp.217-229

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