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Currencies of commercial exchange: advertising agencies and the promotional imperative.

Cronin, A. M. (2004) Currencies of commercial exchange: advertising agencies and the promotional imperative. Journal of Consumer Culture, 4 (3). pp. 339-360.

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Abstract

Drawing on interviews with advertising practitioners, this article explores the circulation of understandings of research in the advertising process. These understandings flow between advertising practitioners, their clients, and academics, and function to constitute important power-knowledge formations. Focusing on agencies’ imperative for self-promotion in a competitive, unstable market, I argue that attention to this circulation of knowledges is crucial for a fuller understanding of advertising as a commercial and social force. In the last section, I explore the interface between academia and the commercial realm and argue for a most subtle analysis of its inherent power-knowledge relations.

Item Type: Article
Journal or Publication Title: Journal of Consumer Culture
Additional Information: RAE_import_type : Journal article RAE_uoa_type : Sociology
Uncontrolled Keywords: academic investments • advertising agencies • advertising practitioners • advertising research • power-knowledge • promotion
Subjects: H Social Sciences > HM Sociology
Departments: Faculty of Arts & Social Sciences > Sociology
ID Code: 3435
Deposited By: ep_importer
Deposited On: 14 Mar 2008 16:53
Refereed?: Yes
Published?: Published
Last Modified: 26 Jul 2012 17:36
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/3435

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