Advertising And Social Culture

Por uma teoria da publicização: transformações no processo publicitário

by Vander Casaqui

This article focuses on the analysis of changes in the advertising process, influenced by the current scenario, which... more This article focuses on the analysis of changes in the advertising process, influenced by the current scenario, which combines new technicities, sociabilities, ritualities and institucionalities — configured in meeting points between consumers, producers, goods and communication flows. The structure of our thinking is based on the map of mediations proposed by Martín-Barbero: we start from the discussion about the cultural matrices of advertising to reach the issues of communication contracts updated by contemporary forms of communication linked to consumption. This theoretical approach aims to delimit the focus of interest in studies of publicization — a concept that covers the mutations of the strategies involving persuasive communication of the corporations, brands and goods.

Social marketing, individual responsibility and the “culture of intoxication”

by Chris Hackley

Szmigin, I., Bengry-Howell, A., Griffin, C., Hackley, C. and Mistral, W. (2011) Social marketing, individual responsibility and the “culture of intoxication” European Journal of Marketing Vol. 45 No. 5, 2011 pp. 759-779

All second authors contributed equally to the paper and are listed alphabetically. The research for this paper was funded by the Economic and Social Research Council, “Branded consumption and social identification: young people and alcohol” (ESRC Ref: RES-148-25-0021).

Abstract
Purpose – Social marketing initiatives designed to address the UK’s culture of unhealthy levels of... more Abstract
Purpose – Social marketing initiatives designed to address the UK’s culture of unhealthy levels of drinking among young adults have achieved inconclusive results to date. The paper aims to
investigate the gap between young people’s perceptions of alcohol consumption and those of government agencies who seek to influence their behaviour set within a contextualist framework.

Design/methodology/approach – The authors present empirical evidence from a major study that suggests that the emphasis of recent campaigns on individual responsibility may be unlikely to
resonate with young drinkers. The research included a meaning-based and visual rhetoric analysis of 261 ads shown on TV, in magazines, on billboards and on the internet between 2005 and 2006. This was followed by 16 informal group discussions with 89 young adults in three locations.

Findings – The research identified the importance of the social context of young people’s drinking. The research reveals how a moral position has been culturally constructed around positioning heavy drinking as an individual issue with less regard to other stakeholders and how the marketing agents
function in this environment. Calls to individual responsibility in drinking are unlikely to succeed in the current marketing environment.

Research limitations/implications – The qualitative research was limited to three geographical locations with young adults between the ages of 18 and 25.

Practical implications – The authors explore implications for social marketing theory and for UK alcohol policy. In particular, the authors suggest that the social norms surrounding young people’s drinking need to be acknowledged and built into “sensible” social marketing campaigns. The authors
suggest that shame, fear and guilt appeals should be replaced with more constructive methods of ensuring young people’s safety when they drink.

Originality/value – From the theoretical perspective of contextualism, the paper brings together empirical research with young adults and a critical analysis of recent social marketing campaigns within the commercial context of a “culture of intoxication”. It provides both a critique of social marketing in a neo-liberal context and recognition of issues involved in excessive alcohol consumption.

Keywords Alcoholic drinks, Social marketing, Public health, Youth, Individual behaviour,
Paper type Research paper

Theorizing Advertising:Managerial, Scientific and Cultural Approaches

by Chris Hackley

Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp. 89-107 ISBN 978-1-84787-505-1.

Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline... more Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp. 89-107 ISBN 978-1-84787-505-1.

The trouble with creatives: Negotiating creative identity in advertising agencies. Hackley, C., Kover, A.

by Chris Hackley

Hackley, C., Kover, A. (2007) The trouble with creatives: Negotiating creative identity in advertising agencies.International Journal of Advertising 26(1), pp. 63–78

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few... more Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions
that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New
York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and
insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a
substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of
identity.

Divergent representational practices in advertising and consumer research: some thoughts on integration

by Chris Hackley

Hackley, C. (2003) Divergent representational practices in advertising and consumer research: some thoughts on integration Qualitative Market Research- An International Journal 6,3 pp175-183.

This essay refers to working practices in advertising agency research as a source of reflection on representational... more This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider world of consumer research.

From consumer insight to advertising strategy: the account planner's integrative role in creative advertising development

by Chris Hackley

Hackley, C. (2003) From consumer insight to advertising strategy: the account planner's integrative role in creative advertising development Marketing Intelligence and Planning 21/7 446-452

Account Planning: Current Agency Perspectives on an Advertising Enigma

by Chris Hackley

Hackley, C. (2003) Account Planning: Current Agency Perspectives on an Advertising Enigma Journal of Advertising Research Vol. 43, No. 2, June pp235-245.

The account planning "philosophy" of creative advertising development has been hyped on both sides of the... more The account planning "philosophy" of creative advertising development has been hyped on both sides of the Atlantic for more than 30 years yet there is still little agreement on what exactly it is and what contribution it has made. This article
reviews current perspectives on the account planning discipline from the London and New York agencies that pioneered the discipline. Depth interviews suggested that account planning remains a powerful idea for advertising professionals and a major
priority for top international agencies. The complexity and depth of feeling that surrounds the topic, however, is striking. Views range from passionate advocacy to open cynicism. This article offers an interpretation of the major issues that emerged
and integrates this with research perspectives to suggest an agenda for the wider understanding and successful implementation of account planning.

Advertising Management and Professional Identity in the Digital Age

by Chris Hackley

Hackley, C. and Tiwsakul, R. (2011) “Advertising Management and Professional Identity in the Digital Age” Chapter 18 in Mark Deuze (Ed) Managing Media Work, London, Sage, pp.209-216.

Entre la inseguridad y la felicidad. Análisis empírico de la hipermodernidad en la publicidad televisiva

by Victor Hernandez-Santaolalla

Co-authored with María del Mar Rubio-Hernández. III Congreso Internacional de la Asociación Española de Investigación de la Comunicación (AE-IC), "Comunicación y riesgo", 18-20 de enero, 2012.

El concepto de hipermodernidad surge en el campo de la sociología sobre la década de 1990 para designar un periodo... more El concepto de hipermodernidad surge en el campo de la sociología sobre la década de 1990 para designar un periodo caracterizado por un clima de inseguridad, incertidumbre y riesgo
global. Entendida como la radicalización de los principios básicos de la posmodernidad, la era hipermoderna genera un individuo vulnerable, que por un lado se centra en el goce del presente, mientras que por otro lado se afana en imponer mecanismos de prevención y control con respecto a un futuro incierto. En dicho contexto, el consumo, que también se hace extremo, adquiere especial significado en la definición de la identidad del sujeto; ello se manifiesta en el discurso publicitario, dirigido a satisfacer instantáneamente los deseos del individuo, ofrecerle experiencias individualizadas, otorgarle un mayor poder de elección y alertarle de la importancia de cuidarse a la vez que le garantiza seguridad  y confianza. Hasta qué punto la publicidad se contagia del clima imperante y se apropia de los elementos de la hipermodernidad para construir sus argumentos, es el objetivo de este estudio pragmático, que analiza un corpus de anuncios para determinar si el discurso publicitario se configura según los principios de la era hipermoderna.

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The concept of hipermodernity appears within the sociology sphere in the decade of 1990’s to designate a period characterized by a climate of insecurity, uncertainty and global risk. The hipermodern era, which is conceived as the radicalization of the basic principles of posmodernism, generates a vulnerable individual; this subject focuses on enjoying the present time while putting a lot of effort into imposing control and prevention mechanisms concerning an uncertain future as well. In such context, consumption, which also turns extreme, acquires a special meaning when it refers to defining the subject’s identity; that aspect manifests in the advertising discourse, oriented to instantly satisfy the individual’s desires, to offer individualized experiences to him/her, to provide him/her with the power of decision and to warn him/her about the importance of taking care of themselves while guaranteeing security and confidence. To what extent advertising is influenced by the predominant climate and how it makes use  of hypermodern elements to construct its arguments is the aim of this pragmatic study, which analyzes a sample of commercials to determine if advertising discourse is configured by the principles of the hypermodern era. 

Cuidarse disfrutando: hedonismo y prevención como argumentos de la publicidad hipermoderna

by Victor Hernandez-Santaolalla

Co-authored with María del Mar Rubio Hernández. Published in Sphera Pública, 2011, 11, pp. 291-309

A comienzos de la década de los noventa, diferentes teóricos del campo de la sociología, en su mayoría franceses,... more A comienzos de la década de los noventa, diferentes teóricos del campo de la sociología, en su mayoría franceses, comenzaron a popularizar el término hipermodernidad para designar una nueva realidad social que ya no seguía los principios marcados por la
posmodernidad, pero que aún así no se alejaba por completo de la evolución originada en la denominada era moderna. En este sentido, teniendo en cuenta que los mensajes publicitarios son producto del contexto en el que se insertan, resulta lógico pensar que el argumento de los anuncios actuales estará construido en función de los pilares básicos de la era hipermoderna.

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The term hypermodernity was first used at the beginning of the 1990’s by several  French sociologists with the aim of designating a new reality which was somehow different from the postmodern bases, but not completely dissimilar from the evolution initiated in the modern era. In this sense, taking into account that advertisements are the result of the context where they are born, it is logical to think that their current arguments are based upon basic hypermodernistic principles.

Keeping Mrs Dawson Busy: Safe Sex, Gender and Pleasure in Condom Advertising Since 1970

by Paul Jobling

In, M. Nava, A. Blake, I. MacRury and B. Richards (ed.), Buy This Book: Studies in advertising and consumption (Routledge, 1997)

‘Playing Safe: The Politics of Pleasure and Gender in the Promotion of Condoms 1970-82’, Journal of Design History, Vol. 10, No. 1, 1997, p. 53-70

by Paul Jobling

‘Men, Motors, Markets and Women’

by Grace Lees-Maffei

In Autopia, ed. Peter Wöllen and Joe Kerr, 363-370 (London: Reaktion, 2002). Reproduced with permission in Carl's Cars 16 (Summer 2006): 112-114.

'See 500 sexy models reveal all.' This Motor Show slogan provides a graphic reminder of the traditional role of women... more 'See 500 sexy models reveal all.' This Motor Show slogan provides a graphic reminder of the traditional role of women in car culture – as adjuncts rather than drivers. Stephen Bayley’s 1986 essay Sex, Drink and Fast Cars typifies 'man's relationship' with his car as being all about power, as articulated by designers, stylists, advertising creatives and marketing professionals. For Bayley, a woman in a powerful car is 'at once titillating and de-masculating' and represents 'an overt sexual statement'.  The feeling is mutual, it seems, as shown by the female journalist who admitted: ‘men who are ambivalent about driving are not attractive to me. And it’s not just me.’  The masculine dominance of car culture is sustained even though an increasing number of women drive and as increasing numbers of women work as car journalists.

Self-Enhancement Following Exposure to Idealized Body Portrayals in Ethnically Diverse Men: A Fantasy Effect of Advertising

by Małgorzata Kolling (Skorek)

Skorek, M., & Dunham, Y. (2012). Self-enhancement following exposure to idealized body portrayals in ethnically diverse men: A fantasy effect of advertising. Sex Roles 66 (9/10), 655-667. doi: 10.1007/s11199-012-0124-8

Viewing idealized body portrayals of men and women in advertising is known to have negative effects on men’s... more Viewing idealized body portrayals of men and women in advertising is known to have negative effects on men’s self-esteem and body dissatisfaction, but little research investigates these effects across race/ethnicity. Racial minorities tend to idealize larger bodies than Whites and so might respond differently to advertising influences. We investigated whether exposure to idealized portrayals of male and female bodies in TV advertisements has different effects on men of different race/ethnicity. Additionally, we investigated whether implicit methods reveal different results than self-reports. One hundred and sixty Asian, Hispanic, and White American male undergraduates from a university in California (USA) were randomly assigned to watch TV advertisements portraying thin women, muscular men, or watched no ads. Their implicit self-esteem was measured using the Implicit Association Test, and a questionnaire assessed explicit self-esteem, actual-ideal body discrepancy, and perception of weight-related health-risks. Exposure to portrayals of muscular men decreased actual-ideal body discrepancy in all men. Exposure to portrayals of thin women increased men's implicit but not explicit self-esteem in Asian and Hispanic men only. Both these findings are consistent with a self-enhancing role of exposure to idealized male and female bodies in advertising, which is often referred to as a “fantasy effect”. This study provides evidence that media exposure interacts with culturally local body ideals and so can produce varying effects in different racial/ethnic groups. This result could have important implications for interventions.

Selling Goods and Selling God: Advertising, Televangelism and the Commodity Form

by Janice Peck

Nemlineáris szerkesztés és dekontextualizáció multimodális nyomtatott hirdetésekben

by Tamás Eitler

pre-print, for personal use only

Nonlinearity and decontextualisation in multimodal print advertisements

Visual consumption

by Jonathan Schroeder

Ethical issues of global marketing: avoiding bad faith in visual representation

by Jonathan Schroeder

Mirrors of masculinity: Representation and identity in advertising images

by Jonathan Schroeder

Through explication of a visual research method, this paper theorizes how masculine identity interacts with... more Through explication of a visual research method, this paper theorizes how masculine identity interacts with consumption—of imagery, products, desires, and passions in advertising and consumer culture. We analyze the male body as a discursive “effect” created at the intersection of consumption and several marketing discourses such as advertising, market
segmentation, and visual communication, balancing between brand strategy—what the marketer intends—and brand community—the free appropriation of meaning by the market. The paper’s contribution rests in extending previous work on male representation into historical, ontological, and photographic realms, providing a necessary complement
between understanding advertising meaning as residing within managerial strategy or wholly subsumed by consumer response. We argue that greater awareness of the connections
between the traditions and conventions of visual culture and their impact on the production and consumption of advertising images leads to enhanced ability to understand how advertising works as a representational system and signifying practice.

¿Realmente estamos asistiendo al final de la publicidad?

by Antonio Caro

Texto de la conferencia pronunciada en la Universidad Autónoma de Occidente (Cali, Colombia), dentro del IV Congreso Galería Publicitaria Autónoma "El fin de la publicidad", el 12 de mayo de 2010.