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Fuzzy meanings: Exploring meta-theories of communication in advertising research
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Nando Malmelin
Published/Copyright:
August 31, 2009
Abstract
Advertising has been researched and conceptualized in various different fields and using various different approaches and methods. Therefore advertising research remains theoretically disjointed and lacks a coherent set of premises.
This article provides a meta-theoretical view on the tradition of advertising research. The research tradition of advertising is approached here from the point of view of communication and interpretation. The general conclusion is that communicative theories of advertising must start out from the assumption that the research object is steered by various pluralistic principles. These are introduced as the fuzzy theory of advertising.
Keywords:: advertising research; advertising theory; communication theory; communication process; reception; metatheories
Published Online: 2009-08-31
Published in Print: 2009-August
© 2009 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin
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Keywords for this article
advertising research;
advertising theory;
communication theory;
communication process;
reception;
metatheories
Articles in the same Issue
- Semiosis, mythic algebra, and the laws of association
- Peter Pan's shadow and the relational matrix of the “I”
- An “iconological turn” in literary and cultural studies and the reconstruction of visual culture
- Reading signs: Semiotics and depth psychology
- The images of film and the categories of signs: Peirce and Deleuze on media
- The sign universe, Summum Bonum, self-control, and the normative sciences in a Peircean perspective or man ought to contribute to the growth in the concrete reasonableness
- Into the realm of zeroness: Peirce's categories and Vipassana meditation
- Fuzzy meanings: Exploring meta-theories of communication in advertising research
- Visual syntax in the iconography of Saint Nicholas
- Advertising to Canada's official language groups: A comparative critical discourse analysis
