What Do Consumers Do Emotionally with Advertising?

Wendy Gordon

Between 15 and 25 years ago (1980–1990), radical new thinking emerged about how advertising “works” that is still applicable today.

What Do Consumers Do Emotionally with Advertising?

Wendy Gordon

HYPOTHESES REVISITED

"Humanistic Advertising-A Holistic Cultural Perspective" was presented by Judie Lannon and Peter Cooper at the U.K. Market Research Society (MRS) Conference in 1983. The article sets out to challenge existing models of how advertising works by changing the fundamental question from "What does advertising do to people?" (e.g., manipulate, persuade, sell, communicate a unique selling proposition, create a brand personality) to "What do people do with advertising?"

This article drew on the discipline of social anthropology (through the work of Mary...

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