Extensions, Intensities and the Convergent Advertisement

Convergence media disrupts how advertising is constructed, disseminated and used by consumers. Thus, this paper asks whether assemblage thinking can be mobilized to apprehend this new advertising/consumer landscape. If viewed as complex assemblages, rather than as texts or persuasive devices, a more reflexive theoretical frame for convergent advertising may evolve.


Hélène de Burgh-Woodman (2017) ,"Extensions, Intensities and the Convergent Advertisement", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 401-405.


Hélène de Burgh-Woodman, University of Notre Dame, Australia


NA - Advances in Consumer Research Volume 45 | 2017

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