TY - JOUR

T1 - Currencies of commercial exchange: advertising agencies and the promotional imperative.

AU - Cronin, A. M.

N1 - RAE_import_type : Journal article RAE_uoa_type : Sociology

PY - 2004/11/1

Y1 - 2004/11/1

N2 - Drawing on interviews with advertising practitioners, this article explores the circulation of understandings of research in the advertising process. These understandings flow between advertising practitioners, their clients, and academics, and function to constitute important power-knowledge formations. Focusing on agencies’ imperative for self-promotion in a competitive, unstable market, I argue that attention to this circulation of knowledges is crucial for a fuller understanding of advertising as a commercial and social force. In the last section, I explore the interface between academia and the commercial realm and argue for a most subtle analysis of its inherent power-knowledge relations.

AB - Drawing on interviews with advertising practitioners, this article explores the circulation of understandings of research in the advertising process. These understandings flow between advertising practitioners, their clients, and academics, and function to constitute important power-knowledge formations. Focusing on agencies’ imperative for self-promotion in a competitive, unstable market, I argue that attention to this circulation of knowledges is crucial for a fuller understanding of advertising as a commercial and social force. In the last section, I explore the interface between academia and the commercial realm and argue for a most subtle analysis of its inherent power-knowledge relations.

KW - academic investments • advertising agencies • advertising practitioners • advertising research • power-knowledge • promotion

U2 - 10.1177/1469540504046521

DO - 10.1177/1469540504046521

M3 - Journal article

VL - 4

SP - 339

EP - 360

JO - Journal of Consumer Culture

JF - Journal of Consumer Culture

SN - 1741-2900

IS - 3

ER -