Consuming the commercial break : an ethnographic study of the potential audiences for television advertising

Karolina Brodin

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Marketing and Advertising Strategies Media and Digital Communication Media, Gender, and Advertising

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Despite of the sociality of TV viewing, advertising researchers have traditionally studied the solitary viewer. The study of the social uses of advertising has been limited, and the reception of ad ...

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1994Qualitative Data Analysis: An Expanded Sourcebook 1963The Structure of Scientific Revolutions 2017The Interpretation of Cultures 1964Understanding Media: The Extensions of Man 1960Truth and Method 1986The Elaboration Likelihood Model of Persuasion 1990Qualitative evaluation and research methods, 2nd ed.2005Introduction: The discipline and practice of qualitative research.

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