If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising

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If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising

Dahlen, Micael; Rosengren, Sara

Journal of advertising, 07/2016, Volume: 45, Issue: 3

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Answering recent calls for a new definition of advertising, we identify three dynamics-(new) media and formats, (new) "consumer" behaviors, and extended effects of advertising-that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as "brand-initiated communication intent on impacting people." We also test and validate this definition and the three dynamics in a content analysis of recently published advertising research (2010 to 2015). In doing so, we hope to contribute to a more diverse and contemporary development of advertising research.

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