search query: @indexterm Advertising agencies / total: 175
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| Author: | Kelly, A. Lawlor, K. O'Donohoe, S. |
| Title: | Encoding advertisements: the creative perspective |
| Journal: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 505-528 |
| Index terms: | Advertising agencies Culture Interviewing IRISH REPUBLIC |
| Language: | eng |
| Abstract: | Usually academic studies examines the role of advertising in society through textual analysis of advertisements and consumer interpretations of advertising meaning. This article explores how advertisements are encoded with meanings by advertising creatives by examining the processes in which these cultural practitioners engage. A discourse analysis of interviews in an Irish advertising agency is used to gain information. |
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