Comments: Advertising in Australia: the big issues/Qualitative research rules

John Ford
Old Dominion University

What we are certainly looking for in these commentary sections is to raise relevant issues for the advertising discipline to consider and digest. I have been very pleased over the last several years with not only the quality of the commentaries that have been submitted but also the vital nature of the discourse that arises from the differing views of the advertising community. When academics and practitioners put thought and effort into these subjects, the discussion that arises is not only enlightening and stimulating, it is also, in some cases, cathartic. We have sometimes found ourselves confronted with theoretical gaps that are treated like the proverbial 'elephant in the room', but the proponents of each seem to back off and simply agree to disagree. This is hardly beneficial for any disciplinary advancement.