Research Insight 9.1

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Dahlen, M. and Rosengren, S. (2016) ‘If advertising won’t die, what will it be? Towards a new definition of advertising’, Journal of Advertising, 45(3).

Abstract: Answering recent calls for a new definition of advertising, we identify three dynamics—(new) media and formats, (new) “consumer” behaviours, 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.

Insight: This paper provides a timely and interesting consideration of the way advertising has and should be defined, within an academic context. Taking into account a range of issues and developments, the authors propose a new definition that they believe is a better fit for purpose.

URL: http://www.tandfonline.com/doi/abs/10.1080/00913367.2016.1172387