Divergent representational practices in advertising and consumer research: some thoughts on integration

Abstract

This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider worlds of consumer research. The representational conventions of “the essay” allow the paper’s exploratory theme to be developed through the use of several speculative but connected analogies. “Divergence” refers to the differing conventions of representation that obtain within advertising agencies. The counterpoint between artistic representation and empirical fact that was a foundation of Oscar Wilde’s writing is used to indicate an important aspect of this divergence. Finally, the hermeneutic circle of consumer research is offered as an integrating perspective. The essay thus explores divergence in the representational practices of advertising and consumer research in order to explore the preconditions for convergence.

Citation

Hackley, C. (2003), "Divergent representational practices in advertising and consumer research: some thoughts on integration", Qualitative Market Research, Vol. 6 No. 3, pp. 175-183. https://doi.org/10.1108/13522750310478976