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

Abstract

<h3>ABSTRACT</h3> In-depth interviews with web banner designers, combined with retrospective protocols, reveal implicit theories of the 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.