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Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of...
Persistent link: https://www.econbiz.de/10005735604
Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising...
Persistent link: https://www.econbiz.de/10010659206