The Comprehension/Miscomprehension of Print Communication: Selected Findings

Abstract

We conducted a large scale, nationally representative study of the comprehension/miscomprehension of print communication involving 54 advertisements and 54 editorials. On average, 21.4 percent of the material was miscomprehended with an additional 15.5 percent of “don't know” responses. Editorial content was associated with slightly higher rates of miscomprehension than was advertising content. Except for age and amount of formal education and income, other basic sociodemographic variables appeared to be negligibly related to miscomprehension. We discuss the implications of these findings.