A Model of Product Discourse: Linking Consumer Practice to Cultural Texts

Hirschman, Elizabeth, Scott, Linda and Wells, William (1998) A Model of Product Discourse: Linking Consumer Practice to Cultural Texts. Journal of Advertising, 27 (1). pp. 33-50.

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Abstract

The authors propose and demonstrate a discourse model of the dynamic relationships between consumption practices and consumption texts. They use discourse theory to show how product meanings are created, negotiated, and altered. Then they demonstrate an interpretive method based on the model, using data drawn from television commercials and television programs. They also document the influence of historical discourse on contemporary product meaning.

Item Type: Article
Keywords: Consumption; Television advertising; Advertising; Product management; marketing; Advertising research
Subject(s): Entrepreneurship
Centre: Entrepreneurship Centre
Faculty of Marketing
Date Deposited: 18 Feb 2012 20:28
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1983

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