If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising.

• Autores: Micael Dahlén, Sara Rosengren
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 3, 2016, págs. 334-345
• Idioma: inglés
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• Dialnet Métricas: 5 Citas
• Resumen

  • Answering recent calls for a new definition of advertising, we identify three dynamics—(new) media and formats, (new) “consumer” behaviors, and extended effects of advertising—that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as “brand-initiated communication intent on impacting people.” We also test and validate this definition and the three dynamics in a content analysis of recently published advertising research (2010 to 2015). In doing so, we hope to contribute to a more diverse and contemporary development of advertising research. [ABSTRACT FROM AUTHOR]