Advertising Practice and Critical Marketing – Adapting to Digitisation

In this chapter, we will sketch out three main traditions of research into advertising that we label the managerial information-processing tradition, the interpretive and the organisational tradition. We then explore some of the critical research that has been conducted in advertising before considering how the focus of critical researchers might shift under the profound changes currently taking place in the advertising landscape. The discussion will consider how key issues in critical advertising research can be re-framed as contemporary advertising practice struggles to re-invent itself for the digital era. We begin with an introduction that outlines some key issues.