Investigative approaches to the study of advertising

J. Graham Spickett-Jones; Philip J. Kitchen; Bradley R. Barnes

doi:10.1300/J057v11n01_02

Investigative approaches to the study of advertising

J. Graham Spickett-Jones, Philip J. Kitchen, Bradley R. Barnes

Norwich Business School

Research output: Contribution to journal › Article

Abstract

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.

Original language	English
Pages (from-to)	3-28
Number of pages	26
Journal	Journal of Promotion Management
Volume	11
Issue number	1
DOIs	https://doi.org/10.1300/J057v11n01_02
Publication status	Published - 2005

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10.1300/J057v11n01_02

Cite this

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title = "Investigative approaches to the study of advertising",

abstract = "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.",

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