Skip to main content
padlock icon - secure page this page is secure

An epistemological odyssey: towards social construction of the advertising process

Buy Article:

$54.00 + tax (Refund Policy)

This paper seeks to describe the outcome of an intellectual journey from cognitivism to mutualism in advertising research. It frames this journey with a metaphor from Greek mythology as a means of foregrounding some of the major issues the journey entailed. In particular, a focus on myths, narratives and storytelling in discourse reminds us that the subtlety of meaning making in twentieth-century advertising may not be penetrated by the quasi-scientific myths we live by today. The paper attempts to elucidate a social constructionist approach in advertising research, locate it as a legitimate development in marketing theory, hint at aspects of the trajectory it took as a personal intellectual journey and, finally, illustrate some meta-theoretical research implications through reference to a research project which investigated the intra-agency advertising process.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: September 1, 1999

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
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