Abstract:

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that there is, in fact, something about advertising that can be studied, and is worth studying. From time to time, in a given instance, he may question either assumption. Researchers who have limited contact with advertising research often voice these questions, critically, for various reasons.