L. Gurrieri, Linda Tuncay Zayer, Catherine A. Coleman
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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.
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.