Investigative Approaches to the Study of Advertising

Advertising is part and parcel of the cultural wallpaper, the noise, clutter, and media chatter in which we live. This article describes firstly why advertising is needed, and then considers investigative approaches that can be used to understand the topic. We recommend that methodological pluralism...

Full description

Saved in:
Bibliographic Details
Published in:Journal of promotion management 2006-03, Vol.11 (1), p.3-28
Main Authors: Spickett-Jones, J. Graham, Kitchen, Philip J., Barnes, Bradley R.
Format: Article
Language:English
Subjects:
Advertising
communications research
investigative approaches
methodology
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Advertising is part and parcel of the cultural wallpaper, the noise, clutter, and media chatter in which we live. This article describes firstly why advertising is needed, and then considers investigative approaches that can be used to understand the topic. We recommend that methodological pluralism offers critically valuable perspectives, which are needed to establish an appreciation of the role and functioning of advertising in a modern context.
ISSN:1049-6491
1540-7594
DOI:10.1300/J057v11n01_02