11 Pages
English

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

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Niveau: Supérieur, Doctorat, Bac+8
How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Impiicit Communication Theories MARIE-PIERRE FOURQUET-COURBET University of Avignon, France marie-pierre.fourquet@ univ-avignon.fr DIDIER COURBET University of Nice-Sophia Antipoiis, France MARC VANHUELE HEC School of IVlanagement, Paris, France Tliis research was supported by the Centre National de ta Re- cherche Scientifique (CNRS- France), program Cognitiqiie- Societe de Vmformatioii. 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. CREATIVE COMMUNICATION DESIGNERS work with little or no support from formal theories of com- munication, but Kover (1995) shows that copywrii- ers nevertheless share implicit theories about the functioning of communication that lack a scien- tific foundation but that people use to explain reality. They are implicit because the people who hold them are not necessarily aware of them and often cannot express them in a precise way (Furn- ham, 1990; Schneider, 1973).

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Author manuscript, published in "Journal of Advertising Research 47, 2 (2007) 217229"