The Efficiency Of Message Codification Level in Print Advertisements: The case of food and drink products or service

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