Skip to main content

Encoding Advertisements: The Creative Perspective

Buy Article:

$55.00 plus tax (Refund Policy)

Abstract:

The role of advertising within consumer culture as an ideological force has received much attention within academic studies in the advertising and marketing disciplines, and has also been the subject of inquiry and debate in related fields within sociology and cultural studies. While many of these works approach the role of advertising in society through textual analysis of advertisements and consumer interpretations of advertising meaning, surprisingly fewer studies have approached the subject from the perspective of the producers of advertising, particularly within the advertising and marketing disciplines. This paper examines how advertisements are encoded with meanings by advertising "creatives" by exploring the practices and processes in which these cultural practitioners engage. A discourse analysis of ethnographic interviews conducted with copywriters and art directors within an Irish advertising agency forms the empirical material for this inquiry. Four central interpretative repertoires are developed from these interview texts which provide insights into the pivotal work of advertising practitioners as cultural intermediaries within consumer culture.

Document Type: Research Article

DOI: https://doi.org/10.1362/0267257054307390

Publication date: 2005-06-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more