Advertising Authenticity: Resonating Replications of Real Life
This study explores how consumers perceive print advertisements designed to be authentic. Utilizing Stern’s (1994) conceptualization of authentic advertisements as creating an illusion of everyday life, I empirically show through a series of stimuli-based depth interviews that consumers rely upon perceptions of authenticity when evaluating advertisments. Specifically, they draw upon notions of indexical as well as iconic authenticity. These perceptions are filtered through a self-referent lens through which consumers relate the advertisement back to their own experiences, presenting a view of authenticity that is not objective but based on consumer production of a perceived authenticity.
Tandy D. Chalmers (2007) ,"Advertising Authenticity: Resonating Replications of Real Life", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 442-443.
Tandy D. Chalmers, University of Arizona, USA
E - European Advances in Consumer Research Volume 8 | 2007
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