Making the Changing Scene

Sidney J. Levy, University of Arizona, USA
This presentation provides context for the session, with material from over 60 years’ experience doing participant-observation marketing research, interpreting it for brand managers at consumer product firms, and “swimming in the culture.” Three epochs of JIF peanut butter advertising are portrayed and semiotically analyzed for cultural meanings and dynamic trajectory.
[ to cite ]:
Sidney J. Levy (2012) ,"Making the Changing Scene", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 139-142.