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An epistemological odyssey: towards social construction of the advertising process

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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.
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Keywords: ADVERTISING PROCESS; ODYSSEY; SOCIAL CONSTRUCTION

Document Type: Research Article

Publication date: September 1, 1999

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