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The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences

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  • Ritson, Mark
  • Elliott, Richard

Abstract

Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of advertising's contribution to the everyday interactions of adolescent informants at a number of English high schools. The study reveals a series of new, socially related advertising-audience behaviors. Specifically, advertising meanings are shown to possess social uses relating to textual experience, interpretation, evaluation, ritual use, and metaphor. The theoretical and managerial implications of these social uses are then discussed. Copyright 1999 by the University of Chicago.

Suggested Citation

  • Ritson, Mark & Elliott, Richard, 1999. "The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 260-277, December.
    • Handle: RePEc:oup:jconrs:v:26:y:1999:i:3:p:260-77
    DOI: 10.1086/209562
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    Cited by:

    1. Robert Aitken & Leah Watkins, 2017. "“Harm or Good?”: Consumer Perceptions of Corporate Strategic Giving in Schools," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(2), pages 406-432, July.
    2. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    3. Muñiz Jr., Albert M. & Schau, Hope Jensen, 2011. "How to inspire value-laden collaborative consumer-generated content," Business Horizons, Elsevier, vol. 54(3), pages 209-217, May.
    4. Tiwsakul, Rungpaka Amy & Hackley, Chris, 2012. "Postmodern paradoxes in Thai-Asian consumer identity," Journal of Business Research, Elsevier, vol. 65(4), pages 490-496.
    5. O'Malley, Lisa & Prothero, Andrea, 2004. "Beyond the frills of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1286-1294, November.
    6. Cagri Yalkin & Richard Rosenbaum-Elliott, 2014. "Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 301-331, June.
    7. McCreanor, Tim & Barnes, Helen Moewaka & Kaiwai, Hector & Borell, Suaree & Gregory, Amanda, 2008. "Creating intoxigenic environments: Marketing alcohol to young people in Aotearoa New Zealand," Social Science & Medicine, Elsevier, vol. 67(6), pages 938-946, September.
    8. Guerin, Bernard, 2003. "Putting a radical socialness into consumer behavior analysis," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 697-718, October.
    9. de Waal Malefyt, Timothy, 2015. "Relationship advertising: How advertising can enhance social bonds," Journal of Business Research, Elsevier, vol. 68(12), pages 2494-2502.
    10. Puntoni, S. & Schroeder, J.E. & Ritson, M., 2006. "Polysemy in Advertising," ERIM Report Series Research in Management ERS-2006-043-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    11. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.

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