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Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room

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  • Laknath Jayasinghe
  • Mark Ritson

Abstract

Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader household activity and around cultural ideas regarding family life, and can enhance consumer and family identity value. Our theoretical framework details how television advertisements, everyday viewing contexts, household discourse, and viewer practices intersect to produce processes of advertising response and engagement not explicated in previous studies of consumer behavior.

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  • Laknath Jayasinghe & Mark Ritson, 2013. "Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 104-121.
    • Handle: RePEc:oup:jconrs:doi:10.1086/668889
    DOI: 10.1086/668889
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    Cited by:

    1. Steven Bellman & Shruthi Arismendez & Duane Varan, 2021. "Can muted video advertising be as effective as video advertising with sound?," SN Business & Economics, Springer, vol. 1(1), pages 1-27, January.
    2. Gunawardena, Thuthi & Waiguny, Martin K.J., 2014. "So many things to do! How multitasking affects memory and attitude for product and brand placements," Australasian marketing journal, Elsevier, vol. 22(4), pages 288-295.
    3. Matthew McGranaghan & Jura Liaukonyte & Kenneth C. Wilbur, 2022. "How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift," Marketing Science, INFORMS, vol. 41(5), pages 873-895, September.
    4. Feiereisen, Stephanie & Rasolofoarison, Dina & De Valck, Kristine & Schmitt, Julien, 2019. "Understanding emerging adults' consumption of TV series in the digital age: A practice-theory-based approach," Journal of Business Research, Elsevier, vol. 95(C), pages 253-265.
    5. Cochrane, David Troy, 2015. "What’s Love Got to Do with It? Diamonds and the Accumulation of De Beers, 1935-55," EconStor Theses, ZBW - Leibniz Information Centre for Economics, number 157995, July.
    6. Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
    7. Janée N. Burkhalter & Carolyn Folkman Curasi & Corliss G. Thornton & Naveen Donthu, 2017. "Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 140-160, March.

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