Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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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 -