紧跟广告的边界：百事大混乱后的范式修复

IF 0.9 Q3 COMMUNICATION

Journal of Communication Inquiry Pub Date : 2022-04-18 DOI:10.1177/01968599221095164

Patrick Ferrucci, Erin E. Schauster

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引用次数: 1

摘要

本范式修复研究通过分析行业出版物和新闻媒体对2017年肯德尔·詹纳百事可乐广告的争议性话语，有助于广告伦理研究。围绕这则广告的争议随之而来，广告行业内外的演员都认为这则广告违反了行业的道德界限，因为它采用了一个社会问题，作为一种文化挪用的形式，并作为品牌激进主义的一个例子(走错了路)。本研究探讨了这种情况发生的原因，并以范式修复在研究广告伦理方面的效用以及对广告实践的影响为结论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Keeping up with the Boundaries of Advertising: Paradigm Repair after Pepsi's Big Mess

This paradigm repair study contributes to advertising ethics research by analyzing discourse from trade publications and press outlets regarding the divisive 2017 Kendall Jenner Pepsi advertisement. After the controversary surrounding the commercial ensued, actors within and outside the advertising industry argued the ad violated the ethical boundaries of the industry because it coopted a social issue, acted as a form of cultural appropriation, and served as an example of brand activism (gone awry). This study examines the reasons why this happened and concludes with an argument for paradigm repair's utility for studying advertising ethics, and with implications for advertising practice.

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来源期刊

Journal of Communication Inquiry COMMUNICATION-

CiteScore

2.90

自引率

11.10%

发文量

期刊介绍： The Journal of Communication Inquiry emphasizes interdisciplinary inquiry into communication and mass communication phenomena within cultural and historical perspectives. Such perspectives imply that an understanding of these phenomena cannot arise soley out of a narrowly focused analysis. Rather, the approaches emphasize philosophical, evaluative, empirical, legal, historical, and/or critical inquiry into relationships between mass communication and society across time and culture. The Journal of Communication Inquiry is a forum for such investigations.