Fifty Years Using the Wrong Model of Advertising

Paul Feldwick

88 citations0/0 files storedInternational Journal of Market Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Media, Gender, and Advertising

Abstract

This paper investigates the dominance of the information processing model in TV advertising. Despite theoretical and empirical evidence that supports the importance of factors such as emotional content and creativity, the authors show that a rational information-based persuasion model, which pre-dates the development of formal marketing, persists in its domination of almost all TV advertising development and evaluation. It is postulated that this persistence derives from a sociological desire to maintain a positivist worldview of simplistic, well-ordered value systems operated by rational and predictable consumers. The authors suggest that both advertisers and researchers need to adopt a Critical Realism perspective in order to move beyond the philosophical straitjacket of this information processing model, and they summarise the implications that this has for current research practice.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1996The Structure of Scientific Revolutions 1986Communication and Persuasion 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1975Pragmatics of Human Communication 1993Consciousness Explained.1965The Impact of Television Advertising: Learning Without Involvement 1961A Model for Predictive Measurements of Advertising Effectiveness

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