Contrast - Marketing Discourse + Academic Discourse?
Middle Ground?
Utilisation of polarity?
Symbolic needs: associated with simple values- "status, intelligence, masculinity, femininity, refinement, fugality, sexiness"
"implicate user in associations"
consumer behaviour: an imaginative activity realized though symbolic consumption as opposed to a merely instumental activity realized through rational product evaluation"
Hackley C 2003 p2
Similiarity and contiguity
eg Tall Stories (paper)
"New view of consumer built and supported by researchers woking in the qualitative tradition but using quantitive techniques" p63
Marketing - What is currently utilised by maijor corporations & taught in marketing dept?
eg from
Bernays- Focus Groups to
2007 Handbook of qualitative research methods in marketing By Russell W. Belk
Balance?
c.f Academic Research
Focus on Text and Complexity, post-structuralism.
For example
Random walks etc
A lot of complex post structural perspective?
but on the surface - frame level...
it looks to me like a negative marketing campaign...
Psycho-geography (terror)
Derive (mystification)
Drunkard's walk (reification)
contrast with technical product focus activities
c.f
Illusion of
Massive choice on the surface (of cars)
underneath all are oil based (apart from the few)
Rich picture of discourses
Only one that really drives them..?
Doesn't deny the need to recognise & expand discourse but need to understand dominant?
c.f excluded discourses... + levels - public excluded discourses and academic
Pope
c.f. williams design and self-creation
Middle Ground?
Utilisation of polarity?
Structuralism? - Utilisation of Emotive Opposition's ? and Symbolic Imagery
"implicate user in associations"
consumer behaviour: an imaginative activity realized though symbolic consumption as opposed to a merely instumental activity realized through rational product evaluation"
Hackley C 2003 p2
Similiarity and contiguity
eg Tall Stories (paper)
"New view of consumer built and supported by researchers woking in the qualitative tradition but using quantitive techniques" p63
Marketing - What is currently utilised by maijor corporations & taught in marketing dept?
eg from
Bernays- Focus Groups to
2007 Handbook of qualitative research methods in marketing By Russell W. Belk
Balance?
c.f Academic Research
Focus on Text and Complexity, post-structuralism.
For example
Random walks etc
A lot of complex post structural perspective?
but on the surface - frame level...
it looks to me like a negative marketing campaign...
Psycho-geography (terror)
Derive (mystification)
Drunkard's walk (reification)
contrast with technical product focus activities
c.f
Illusion of
Massive choice on the surface (of cars)
underneath all are oil based (apart from the few)
Rich picture of discourses
Only one that really drives them..?
Doesn't deny the need to recognise & expand discourse but need to understand dominant?
c.f excluded discourses... + levels - public excluded discourses and academic
Pope
c.f. williams design and self-creation
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