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...

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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
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description 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.
doi_str_mv 10.1300/J057v11n01_02
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subjects Advertising
communications research
investigative approaches
methodology
title Investigative Approaches to the Study of Advertising
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