The promotional window into society.
In this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectat...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of West London
2022-04-01
|
| Series: | New Vistas |
| Subjects: | |
| Online Access: | http://uwlpress.uwl.ac.uk/newvistas/article/id/200/ |
| _version_ | 1818522598595624960 |
|---|---|
| author | Dennis A. Olsen |
| author_facet | Dennis A. Olsen |
| author_sort | Dennis A. Olsen |
| collection | DOAJ |
| description | In this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectations of its target audience. Outlining aspects of the reciprocal relationship between society and advertising, by showcasing how advertising can impact its audiences, the paper provides relevant takeaways of this view of advertising for both academics and brand managers. |
| first_indexed | 2024-12-11T05:35:25Z |
| format | Article |
| id | doaj.art-728713c452684c1aaf58875321676e7c |
| institution | Directory Open Access Journal |
| issn | 2056-9688 |
| language | English |
| last_indexed | 2024-12-11T05:35:25Z |
| publishDate | 2022-04-01 |
| publisher | University of West London |
| record_format | Article |
| series | New Vistas |
| spelling | doaj.art-728713c452684c1aaf58875321676e7c2022-12-22T01:19:18ZengUniversity of West LondonNew Vistas2056-96882022-04-018110.36828/newvistas.200The promotional window into society.Dennis A. Olsen0London School of Film, Media & Design, University of West LondonIn this position paper, I argue for a structurationist understanding of advertising, exploring the current standing of advertising within western cultures, establishing advertising’s nature as a ‘distorting mirror’ of socio-cultural trends that can provide insight into the mental images and expectations of its target audience. Outlining aspects of the reciprocal relationship between society and advertising, by showcasing how advertising can impact its audiences, the paper provides relevant takeaways of this view of advertising for both academics and brand managers.http://uwlpress.uwl.ac.uk/newvistas/article/id/200/advertisingsociology of structurationsymbolic consumptioncultivation theory |
| spellingShingle | Dennis A. Olsen The promotional window into society. New Vistas advertising sociology of structuration symbolic consumption cultivation theory |
| title | The promotional window into society. |
| title_full | The promotional window into society. |
| title_fullStr | The promotional window into society. |
| title_full_unstemmed | The promotional window into society. |
| title_short | The promotional window into society. |
| title_sort | promotional window into society |
| topic | advertising sociology of structuration symbolic consumption cultivation theory |
| url | http://uwlpress.uwl.ac.uk/newvistas/article/id/200/ |
| work_keys_str_mv | AT dennisaolsen thepromotionalwindowintosociety AT dennisaolsen promotionalwindowintosociety |