If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising

Answering recent calls for a new definition of advertising, we identify three dynamics-(new) media and formats, (new) "consumer" behaviors, and extended effects of advertising-that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals,...

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Bibliographic Details
Published inJournal of advertising Vol. 45; no. 3; pp. 334 - 345
Main Authors Dahlen, Micael, Rosengren, Sara
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 02.07.2016
Taylor & Francis Group, LLC
Taylor & Francis Ltd
Subjects
Advertising
Content analysis
Definitions
Forecasts
New Definition of Advertising
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Summary:Answering recent calls for a new definition of advertising, we identify three dynamics-(new) media and formats, (new) "consumer" behaviors, and extended effects of advertising-that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as "brand-initiated communication intent on impacting people." We also test and validate this definition and the three dynamics in a content analysis of recently published advertising research (2010 to 2015). In doing so, we hope to contribute to a more diverse and contemporary development of advertising research.
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ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2016.1172387