Oracles on “Advertising”: Searching for a Definition

Richards, Jef I.; Curran, Catharine M.

doi:10.1080/00913367.2002.10673667

Cited by 197 publications

(104 citation statements)

References 15 publications

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“…By the turn of the millennium, a figure of 3,500 was being kicked around and all signs seem to indicate the commercial clutter will only grow with the adoption of each new screen in the consumer's life (cell phone, PDA, MP3 player, etc.) (Richards & Curran, 2002). 3 What these statistics illuminate is expressed pithily by James Twitchell (1997): "The history of American media is the history of a Darwinian struggle for attention" (p. 50).…”

Section: Semiotic Cluttermentioning

confidence: 99%

“…Ivy Lee's early definition of the former ("the organized and deliberate effort to enlist the support of the public for an idea, sponsored by any given group for any given purpose") implicitly betrays public relations' historic allegiance to politics as much as consumer products (which is, primarily, the province of guerrilla marketing) as well as the subtle difference in intended outcomes ("support… for an idea" as opposed to "persuade… to take some action") (Cutlip, 1994, p. 109;Richards & Curran, 2002). Moreover, the usual binary of advertising trafficking in tangible "paid media" and PR in intangible "free media" is likely too facile to be upheld as a productive designation of territory and the guerrilla forms analyzed here seem to blur this dichotomization in full -indicative that this project is partly a study of the redefinition of advertising (Stauber & Rampton, 1995, p. 3).…”

Section: Guerrilla Advertising Similarly Contrasts Itself With Traditmentioning

confidence: 99%

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Your ad here: the cool sell of guerrilla marketing

Serazio

2013

Choice Reviews Online

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This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new and re-imagining old ways of communicating brand messages and managing consumers. By studying the practice of guerrilla marketing -the umbrella term here for an assortment of product placement, outdoor alternative-ambient, word-of-mouth, and consumer-generated approaches -we can better understand an emergent media environment where cultural producers like advertisers strategize and experiment with the dissemination of information and the application of persuasion through covert and outsourced flows. Their creative license is remarkable not only in terms of content but equally that of context: expansively reconfiguring the space typically partitioned for commercial petition. As befitting a public relations mindset, the guerrilla message they seek to seed travels bottom-up, through invisible relay, or from decentralized corners so as to subtly engage audiences in seemingly serendipitous ways. Through a close examination of emblematic campaign examples, trade press coverage, and in-depth interviews with prominent practitioners, this project peels back the curtain on a form of cultural production that reworks the conventional archetype of mass communication and rethinks how consumers might be managed. Drawing upon Foucauldian theory that conceptualizes an active subject rather than a form of domination that has often defined the use of power, I argue that this is a regime of casual, if not "invisible" consumer governance that accommodates yet structures participatory agency; self-effaces its own authority and intent through disinterested spaces and anti-establishment formats; opens up the brand-text as a more flexible form; and democratizes in favor of heterarchical collaboration. It is, in short, advertising that tries not to seem like advertising. By studying the inspirations, machinations, and designs behind these campaigns to uncover and map the institutional discourse and cultural logic at work, I identify and analyze common themes of power and practice that animate otherwise disparate advertising executions and help redefine media industries. alternative-ambient, word-of-mouth, and consumer-generated approaches -we can better understand an emergent media environment where cultural producers like advertisers strategize and experiment with the dissemination of information and the application of persuasion through covert and outsourced flows. Their creative license is remarkable not only in terms of content but equally that of context: expansively reconfiguring the space typically partitioned for commercial petition. As befitting a public relations mindset, the guerrilla message they seek to seed travels bottom-up, through invisible relay, or from decentralized corners so as to subtly engage audiences in seemingly...

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Section: Semiotic Cluttermentioning

confidence: 99%

Section: Guerrilla Advertising Similarly Contrasts Itself With Traditmentioning

confidence: 99%

Your ad here: the cool sell of guerrilla marketing

Serazio

2013

Choice Reviews Online

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“…Advertising is a paid form of communication (promotion) about a product or service to persuade customers (Richards et al, 2002). Advertising is in use since a long for the promotion of goods and services.…”

Section: Advertisementmentioning

confidence: 99%

Impact of Brand Equity, Advertisement and Hedonic Consumption Tendencies on Cognitive Dissonance: A Mediation Study

Wasaya¹,

Shafee²,

Mahmood³

2016

IJMS

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Current study puts light on the role of brand equity, hedonic consumption tendencies, and advertisement on cognitive dissonance. Impulse Buying plays the role of a mediator in the study. Purpose of this study is to examine how brand equity, hedonic consumptions, and advertisement affect cognitive dissonance of the customers. Analyses of a sample of 370 customers, drawn from different outlets of famous fashion clothes in Multan city, revealed attention-grabbing findings. A mediation analysis was conducted through regression analysis in the study. Hedonic consumption tendencies and advertisement were found significant in predicting cognitive dissonance while brand equity was found having an insignificant relation with cognitive dissonance where impulse buying found significant in predicting cognitive dissonance being having positive relation. Further to this, impact of brand equity, advertisement and hedonic consumption tendencies found directly related to impulse purchase. Product category wise examination of current model adds new directions and findings in the future. Prior studies on purchase intentions have mainly focused on simple models at any given time. However, researchers increasingly argue that a complex representation may give better understanding of customers' purchase intentions. To the best of the authors' knowledge, this study is one of the first empirical studies to address a complex structure of the proposed variables.

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“…10 Richards & Curran (2002) have investigated definitions of advertising from a number of sources including text books and dictionaries in an attempt to find consensus as to whether an activity is advertising or not. 11 For a discussion and overview of the term and concept "communicative genre" see Linke (2007).…”

mentioning

confidence: 99%

Good Guys : A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000)

Vang¹

2014

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Oracles on “Advertising”: Searching for a Definition

Cited by 197 publications

References 15 publications

Your ad here: the cool sell of guerrilla marketing

Your ad here: the cool sell of guerrilla marketing

Impact of Brand Equity, Advertisement and Hedonic Consumption Tendencies on Cognitive Dissonance: A Mediation Study

Good Guys : A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000)

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