Humanistic Advertising: A Holistic Cultural Perspective
Judie Lannon & Peter Cooper
What do people do with advertising? This paper explores the implications of answering this question rather than the more traditional question: 'what does advertising do to people?'
Models of the advertising process that have influenced thinking about how advertising works, and thus led to the methods and techniques used to develop and pre-test advertising, have been based on attempts to answer the question 'What does advertising do to people?' This paper deals with the effects these models and the metaphors they represent have had on research practice. We...