{"title":"Special Section Introduction—Reimagining Advertising Research: 50 Years and Beyond","authors":"J. Huh, Ronald J. Faber","doi":"10.1080/00913367.2022.2115431","DOIUrl":null,"url":null,"abstract":"This special section marks the end of the 50th year of publications for the Journal of Advertising (JA) and the beginning of what we hope will be a \"reimagined\" future for advertising research. When reaching major milestone anniversaries, one is motivated to look back to the past or forward to the future (or both). When JA was first published in 1972, advertising was confined to mass mediated communication and its boundaries were drawn by four classes of mass media (newspapers, magazines, television, and radio) (Richards and Curran 2002). Today, advertising is more broadly defined, unfettered from any particular media or technology (Dahlen and Rosengren 2016), and digital technology companies, such as Google and Meta, have emerged as the biggest advertising companies (Helberger et al. 2020). Despite the enormous changes over the past five decades, the topics and research questions examined by advertising researchers in 1972 remain important and prevalent in today’s advertising scholarship, and we believe many of these will still be important in the future. However, recent years have seen tremendous changes in advertising. Technological innovations such as data-driven computational advertising, machine-learning algorithms, and artificial intelligence (AI) have altered the nature of advertising messages, processes, and outcomes. Transformations in the communication and media industries, along with the development of user-generated and user-shared content, have become dominant forces in the advertising industry, creating challenges to traditional definitions and boundaries of the field (Dahlen and Rosengren 2016; Huh and Malthouse 2020; Li 2019). In addition, dynamic social and cultural shifts in society have been propelling rapid transformations that can open new avenues for advertising research and theory (McDonald, Laverie, and Manis 2021). Therefore, to commemorate the 50th anniversary, this special section has chosen to try to look to the future, asking contributors to indicate a topic they think will be important and to propose new theories or ideas that can be fruitful in studying and explaining advertising in the years ahead. A total of 30 papers were submitted in response to this call and from these, five articles were selected to be included in this special section.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2022-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2022.2115431","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This special section marks the end of the 50th year of publications for the Journal of Advertising (JA) and the beginning of what we hope will be a "reimagined" future for advertising research. When reaching major milestone anniversaries, one is motivated to look back to the past or forward to the future (or both). When JA was first published in 1972, advertising was confined to mass mediated communication and its boundaries were drawn by four classes of mass media (newspapers, magazines, television, and radio) (Richards and Curran 2002). Today, advertising is more broadly defined, unfettered from any particular media or technology (Dahlen and Rosengren 2016), and digital technology companies, such as Google and Meta, have emerged as the biggest advertising companies (Helberger et al. 2020). Despite the enormous changes over the past five decades, the topics and research questions examined by advertising researchers in 1972 remain important and prevalent in today’s advertising scholarship, and we believe many of these will still be important in the future. However, recent years have seen tremendous changes in advertising. Technological innovations such as data-driven computational advertising, machine-learning algorithms, and artificial intelligence (AI) have altered the nature of advertising messages, processes, and outcomes. Transformations in the communication and media industries, along with the development of user-generated and user-shared content, have become dominant forces in the advertising industry, creating challenges to traditional definitions and boundaries of the field (Dahlen and Rosengren 2016; Huh and Malthouse 2020; Li 2019). In addition, dynamic social and cultural shifts in society have been propelling rapid transformations that can open new avenues for advertising research and theory (McDonald, Laverie, and Manis 2021). Therefore, to commemorate the 50th anniversary, this special section has chosen to try to look to the future, asking contributors to indicate a topic they think will be important and to propose new theories or ideas that can be fruitful in studying and explaining advertising in the years ahead. A total of 30 papers were submitted in response to this call and from these, five articles were selected to be included in this special section.
这个特别的部分标志着《广告杂志》(JA)出版50周年的结束,我们希望这将是广告研究“重新想象”未来的开始。当达到重要的里程碑纪念日时,一个人有动力回顾过去或展望未来(或两者兼而有之)。当《JA》于1972年首次出版时,广告仅限于大众媒介传播,其界限由四类大众媒体(报纸、杂志、电视和广播)划定(Richards and Curran 2002)。今天,广告的定义更广泛,不受任何特定媒体或技术的约束(Dahlen和Rosengren 2016),数字技术公司,如谷歌和Meta,已经成为最大的广告公司(Helberger et al. 2020)。尽管在过去的五十年中发生了巨大的变化,1972年广告研究人员所研究的主题和研究问题在今天的广告学术中仍然很重要和普遍,我们相信其中许多在未来仍然很重要。然而,近年来广告业发生了巨大的变化。数据驱动的计算广告、机器学习算法和人工智能(AI)等技术创新已经改变了广告信息、流程和结果的本质。通信和媒体行业的转型,以及用户生成和用户共享内容的发展,已经成为广告行业的主导力量,对该领域的传统定义和边界提出了挑战(Dahlen和Rosengren 2016;Huh and Malthouse 2020;李2019年)。此外,社会中动态的社会和文化转变一直在推动快速变革,这可以为广告研究和理论开辟新的途径(McDonald, Laverie, and Manis 2021)。因此,为了纪念50周年,这个特别的部分选择了尝试展望未来,请贡献者指出一个他们认为重要的话题,并提出新的理论或想法,这些理论或想法可以在未来几年研究和解释广告。为响应这一号召,共提交了30篇论文,从中选出5篇文章列入本专题。
期刊介绍:
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.