The subsiding sizzle of advertising history

Schwarzkopf, Stefan

doi:10.1108/17557501111183653

Cited by 37 publications

(5 citation statements)

References 76 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Studies focusing on mass (typically, print) media have drawn attention to advertising's ideological force (Stern, 1993b;Wernick, 1991;Williamson, 1978). Paratextual advertising under media convergence is subject to a speed of circulation, audience reach and intertextual intensity that is far greater than that accounted for in predigital cultural critiques of mass media advertising (Davis, 2013;Powell, 2013;Schwarzkopf, 2011;Wharton, 2015). Under convergence, mass media audiences have collapsed (Jenkins, 2008), the cultural authority (to use Holt's (2002) term) of marketing (and of all primary sources of information) has been eroded, and 'fake news', 'gaslighting' and propaganda are common.…”

Section: Concluding Comments: Paratextual Advertising and Ideologymentioning

confidence: 99%

Advertising at the threshold: Paratextual promotion in the era of media convergence

Hackley

2018

Marketing Theory

View full text Add to dashboard Cite

In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV 'pods', brand blogs, share-able video, programmatic advertising, 'native' advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this paper we draw on Genette's (2010) theory of transtextuality to re-frame this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative, and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice. Introduction: advertising as paratextThis paper introduces the notion of the paratext, the text about the text, to the tradition of literary advertising analysis in marketing and consumer research (Brown, 2016a;Stern, 1989;1993a). Many studies have conceived of mass media advertisements as primary texts that can be subjected to close analytical readings McQuarrie and Mick, 1999;McQuarrie and Phillips, 2005;Scott, 1994) but marketing and consumer researchers have largely neglected both the paratextual character of advertising, and the advertising potential of paratexts. Paratexts have been considered secondary to the primary text, as a title, a review, a footnote, a cover 'blurb' or a preface is considered secondary to the literary work to which it refers. Yet, paratexts frame and cue the culturally constituted meanings of texts, acting as thresholds that "shape the reading strategies that we will take with us "into" the text" (Gray, 2010, p. 26). We draw on Genette's (2010; Genette and Maclean, 1991) theory of transtextuality and on developments of paratextual theory in film, television and media

show abstract

Section: Concluding Comments: Paratextual Advertising and Ideologymentioning

confidence: 99%

Advertising at the threshold: Paratextual promotion in the era of media convergence

Hackley

2018

Marketing Theory

View full text Add to dashboard Cite

show abstract

“…Oglasi u srpskoj štampi nekad i sad: Poređenje štampanih oglasa objavljenih u dnevnom listu Politika 1922. i 2022. godine čudi da su se ovom temom bavili ne samo autori iz oblasti poslovne ekonomije, već i istoričari, sociolozi, kulturolozi, lingvisti, istoričari umetnosti i drugi. Krajem dvadesetog veka dolazi do malog zastoja u proučavanju ove teme, u marketinškoj literaturi, pre svega zbog redefinisanja uloge tradicionalnog oglašavanja u odnosu na nove, interaktivne forme marketinških komunikacija (Schwarzkopf, 2011). S druge strane, pojavljuju se istorijske studije koje se bave nekim novim tržišnim prostorima, poput prostora bivšeg Sovjetskog Saveza (Sheresheva & Antonov-Ovseenko, 2015), Australije (Crawford, 2008), južne Azije (Chaudhuri, 2007;Haynes, 2015;Siddiqui & Siddiqui, 2016), Kine (Mittler, 2007;Zhao & Belk, 2008;Li, Xiao, Huang, 2021).…”

Section: Ključne Reči: Oglašavanje šTampani Mediji Analiza Sadržaja D...unclassified

“…Neke od paradigmi u istorijskim analizama oglašavanja identifikovao je Schwarzkopf (2011). Paradigme modernizma i "Amerikanizacije" su obeležile razvoj industrije oglašavanja.…”

Section: Ključne Reči: Oglašavanje šTampani Mediji Analiza Sadržaja D...unclassified

“…Paradigmu modernizma opisuje kroz ulogu koju su istoričari pripisivali oglašavanju. Oglašavanje je krajem 19. i u prvoj polovini 20. veka u velikoj meri reflektovalo ali i oblikovalo kulturu, definisalo kako izgleda moderan stil života, novi način življenja, kroz isticanje konzumerizma, rodnih potrošačkih uloga, ideje progresa, kroz predstavljanje proizvoda masovne proizvodnje kao sredstva za postizanje osećaja zadovoljstva sobom i sopstvenim postignućima (Schwarzkopf, 2011). Proizvodi su predstavljeni kao garancija društvenog statusa korisnika, njegovog zdravlja i autoriteta (Holm, 2023).…”

Section: Ključne Reči: Oglašavanje šTampani Mediji Analiza Sadržaja D...unclassified

See 1 more Smart Citation

Print ads in Serbia then-and-now: A comparison of print ads published in Politika daily in 1922 vs. 2022

Mitić,

Ognjanov

2023

Marketing

View full text Add to dashboard Cite

The paper focuses on the content analysis of the print advertisements in Serbia aiming to compare the print media advertising in the two time periods, i.e. in the years of 1922 and 2022. The comparison is based on the selected issues of the most prominent Serbian daily paper "Politika" with the continuation of publishing for more than one century. The commercial ads placed in "Politika" in December 1922 as well as December 2022 have been randomly selected and analyzed. Besides expected reduction in the number of placed ads as a result of the current changes on the advertising market brought by the proliferation of new media channels, the most interesting differences in print advertising in the second decade of the 20th and 21st centuries have been found in regard to the types of advertisers, advertising creatives as well as the use of Cyrilic and Latin letters. In conclusion, the authors argue that print advertising, though with a substantially reduced share within the overall media advertising budgets, has remained an important media communications tool particularly for its role in the development of broader stakeholder relations.

show abstract

“…With this approach, the object of study becomes, as sociologist Liz McFall has put it, “the diverse forms, tools, techniques, and rationalities that have historically constituted the device of advertising” (McFall, 2004, p. 82). Such an approach has been proposed as a promising methodology for the study of advertising’s role historically, which has tended to be characterized by teleological explanations and a modernization paradigm that revolves around the story of an industry and practice that have grown increasingly sophisticated and cunning (McFall, 2004; Schwarzkopf, 2011).…”

Section: Introduction: the Mundane Technification Of Advertisingmentioning

confidence: 99%

The technicians of consumer society: the creation of advertising men and practical advertising knowledge in early twentieth-century Sweden

Rudberg

Husz²

2023

JHRM

View full text Add to dashboard Cite

Purpose The purpose of this paper is to investigate an unexplored part of advertising history; namely, the education of a large, mundane, nonelite group of advertising professionals, so-called advertising technicians and the knowledge they acquired. Examining correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas. Design/methodology/approach The study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge. Findings The study shows that courses created a template-based persona of the advertising technician, who possessed what we call bounded originality characterized by diligence, modesty and rule-governed creative imagination. Similarly, the courses created a body of knowledge that was controllable and highly practice-oriented. The advertising technician was expected to embody and internalize the advertising knowledge, thus, becoming an extension of this knowledge on the market. Originality/value By directing the searchlight at the cadre of ordinary, middle-class advertising professionals instead of the high-profile “advertising creatives” and innovators, the paper brings to the foreground the nonelite level of the advertising industry. These practitioners went to work in the business world to produce the everyday advertising that was not necessarily groundbreaking but was needed in a growing mass-consumption society.

show abstract

The subsiding sizzle of advertising history

Cited by 37 publications

References 76 publications

Advertising at the threshold: Paratextual promotion in the era of media convergence

Advertising at the threshold: Paratextual promotion in the era of media convergence

Print ads in Serbia then-and-now: A comparison of print ads published in Politika daily in 1922 vs. 2022

The technicians of consumer society: the creation of advertising men and practical advertising knowledge in early twentieth-century Sweden

Contact Info

Product

Resources

About