Using Photovoice Research for Advertising Theory

This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to...

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Bibliographic Details
Published inJournal of current issues and research in advertising Vol. 43; no. 2; pp. 137 - 154
Main Authors Rodgers, Shelly, Belobrovkina, Evgeniia
Format Journal Article
LanguageEnglish
Published Routledge 03.04.2022
Online AccessGet full text
ISSN1064-1734
2164-7313
DOI10.1080/10641734.2021.1945981

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Summary:This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents definitions, history, and aspects of photovoice research for the purpose of understanding possible uses of photovoice for advertising research.
ISSN:1064-1734
2164-7313
DOI:10.1080/10641734.2021.1945981