变革性广告研究:重塑广告的未来

IF 5.4 2区 管理学 Q1 BUSINESS
L. Gurrieri, Linda Tuncay Zayer, Catherine A. Coleman
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引用次数: 7

摘要

摘要《广告杂志》创刊50周年是一个对话过去、现在和未来的好时机,为广告的可能性提供了富有成果的愿景。在本文中,我们提出了一个新的子领域,我们称之为变革性广告研究(TAR)。TAR研究了整个广告系统的问题和机会,目的是将其转变为更好的结果,即培养个人、机构和社会福祉。我们提出了一个基于制度理论的TAR概念框架,强调了微观层面的制度参与者、中观层面的广告机构和宏观层面的社会文化力量之间的交叉和互动以及由此产生的幸福结果所揭示的变革见解。为了说明我们的框架,我们关注广告中一个长期存在的话题——性别不平等——这对幸福感有着重大影响。在将广告概念化为一种制度的过程中,(1)我们提出了一个新的广告子领域,我们将其命名为TAR,(2)我们提出一个框架,揭示了广告生态系统中的系统复杂性,并允许对潜在的变革结果有一个清晰的愿景,(3)这可以指导和激励学者和从业者制定参与社会变革的方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Transformative Advertising Research: Reimagining the Future of Advertising
Abstract The 50th anniversary of the Journal of Advertising launch is an opportune moment to dialogue among the past, present, and future and offer a fruitful vision for the possibilities of advertising. In this paper, we advance a new subfield that we call transformative advertising research (TAR). TAR examines problems and opportunities across the advertising system with the goal of transforming it toward better outcomes, namely cultivating individual, institutional, and societal well-being. We present a conceptual framework on TAR, informed by institutional theory, that highlights the transformational insights revealed in the intersections and interactions between institutional actors at the micro level, advertising institutions at the meso level, and sociocultural forces at the macro level and the resulting well-being outcomes. To illustrate our framework, we focus on a long-standing topical issue within advertising—gender inequality—that holds significant implications for well-being. In conceptualizing advertising as an institution, (1) we propose a new subfield of advertising we name TAR and (2) we present a framework that reveals the system complexities within the advertising ecosystem and allows for a clear vision of potential transformative outcomes, which (3) can guide and inspire scholars and practitioners with directions to engage in social change.
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
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.
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