Sorrentino, Miriam ORCID: https://orcid.org/0000-0003-1198-4562 (2020) How ambient advertising is uniquely placed to make audiences think. Westminster Papers in Communication and Culture, 15 (2). pp. 95-111. ISSN 1744-6716 (Online) (doi:10.16997/wpcc.346)

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Abstract

The current body of research identifies that ambient advertising has increased in use, providing advantages for both commercial marketing (Taylor et al., 2006), for campaigning for social good (Hanson, interview, 15 March 2019) and for activism (Biraghi et al., 2015; Hanson, interview, 15 March 2019; Nelson & Sutherland, interview, 22 February 2019). There is little empirical evidence about why audiences engage with ambient advertising and if it encourages a longer and deeper consideration of the meaning of the advert. This study compares what academics and advertising industry creatives think about engagement with participant engagement in-field with two media interventions. The reason for doing this is to question whether audiences are prepared to engage with low-cost ambient advertising away from point-of-sale, if they are then it can be a useful, tactical and immediate response for smaller organisations and social activists seeking to do good.

Item Type:	Article
Additional Information:	Vol. 15, no. 2, is on the theme of 'Advertising for the Human Good'. *** © 2020 The Author(s). This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC-BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. See http://creativecommons.org/licenses/by/4.0/
Uncontrolled Keywords:	affect, ambient advertising, engagement, social change, communication, guerrilla marketing
Subjects:	N Fine Arts > N Visual arts (General) For photography, see TR
Faculty / School / Research Centre / Research Group:	Faculty of Liberal Arts & Sciences Faculty of Liberal Arts & Sciences > School of Design (DES)
Related URLs:	http://www.westminsterpapers.org/
Last Modified:	11 Aug 2020 21:36
URI:	http://gala.gre.ac.uk/id/eprint/28065

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