Aesthetic Advertisements and Scientific Evaluations: Divergent Philosophies in Advertising Production
This paper explores the historical division between art and science in advertising, and draws from interpretive data collected in an Irish advertising agency. A discourse analysis of ethnographic interviews conducted with advertising planners, copywriters and art directors reveals that implicit models of advertising evaluation based in the traditional scientific paradigm of prediction, measurement and control are employed by large corporate clients to evaluate and rationalise advertisements through research, and this is identified as a source of creative conflict and philosophical division. Some suggestions for a cultural and aesthetic approach to research knowledge are offered as a viable alternative to the scientific paradigm in advertising production.
Aidan Kelly, Katrina Lawlor, and Stephanie O'Donohoe (2007) ,"Aesthetic Advertisements and Scientific Evaluations: Divergent Philosophies in Advertising Production", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 81-82.
Aidan Kelly, Dublin Institute of Technology, Ireland.
Katrina Lawlor, Dublin Institute of Technology, Ireland.
Stephanie O'Donohoe, University of Edinburgh, UK.
NA - Advances in Consumer Research Volume 34 | 2007
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it
Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University
R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands
Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA