Humanistic advertising: a holistic cultural perspective

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?'

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands