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Mediators Of Meaning: A Critically Reflexive Study Of The Encoding Of Irish Advertising, Aidan Kelly
Mediators Of Meaning: A Critically Reflexive Study Of The Encoding Of Irish Advertising, Aidan Kelly
Doctoral
This thesis explores the socially constructed process through which advertising agencies and practitioners encode advertisements. It draws from an interdisciplinary theoretical framework, and the study is positioned within the critical marketing studies literature. The literature review explores the relationship between advertising and the theory of ideology, the interaction between advertising and the cultural world and the role of advertising agencies as “cultural intermediaries” within consumer culture. An ethnographic study of an Irish advertising agency was conducted, during which primary data was collected in the form of internal agency meetings, agency documentation interviews with advertising practitioners and participant observations. The study …