Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media
We propose that consumers' relationships to nonadvertising forms of mass media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory investigation that...
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| Veröffentlicht in: | Journal of advertising 1997-03, Vol.26 (1), p.43-60 |
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| Format: | Artikel |
| Sprache: | eng |
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| container_end_page | 60 |
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| container_issue | 1 |
| container_start_page | 43 |
| container_title | Journal of advertising |
| container_volume | 26 |
| creator | Hirschman, Elizabeth C. Thompson, Craig J. |
| description | We propose that consumers' relationships to nonadvertising forms of mass media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory investigation that identifies three key interpretive relationships between consumers and mass media vehicles. |
| doi_str_mv | 10.1080/00913367.1997.10673517 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 1997-03, Vol.26 (1), p.43-60 |
| issn | 0091-3367 1557-7805 |
| language | eng |
| recordid | cdi_crossref_primary_10_1080_00913367_1997_10673517 |
| source | Business Source Complete; JSTOR Archive Collection A-Z Listing; Taylor & Francis Journals Complete |
| subjects | Advertising Advertising campaigns Advertising research Analysis Audiences Celebrities Communications industry Consumer advertising Consumer attitudes Consumer research Consumers Consumption Culture Customer relations Graphics Ideology Mass media Men Movies Packaged goods Perceptions Soap operas Studies Television advertising Television programming Television programs |
| title | Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media |
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