Click to Connect: Netnography and Tribal Advertising

Copywriters ground advertising insight in their understanding of the consumer. In contemporary consumer culture, much meaningful consumption takes places in a communal, collective, and tribal environment.

Click to Connect: Netnography and Tribal Advertising

Robert V. KozinetsYork University

In Kover's (1995, p. 602) fascinating look into the process of advertising copywriting, he finds that copywriter's construct an internalized representation of their target consumer, "the other" with whom they try to build a bridging connection. Kover's copywriters repeatedly pitched ideas in their own mind and tested them against this internalized other. Their central goal was to break through into this represented consumers' distracted attention and to form an emotional connection with him or her through the advertisement...

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