Postmodern poachers: young adult experiences of advertising

Abstract

This thesis addresses young adults' everyday experiences of advertising. It aims to enhance understanding of their relationship with this pervasive and persuasive form of communication. While the findings may be of interest to advertisers, it is hoped that they will contribute to debates about the social, cultural and public policy implications of advertising.As there is little research addressing advertising experiences directly, literature is reviewed in the areas of consumer attitudes, involvement and literacy with respect to advertising. Research in these areas suggests that consumers' relationship with advertising is rich and complex. It is argued, however, that previous research has been dominated by an American, managerial, quantitative, and positivist perspective. A lack of integration between academic and practitioner research in these areas was also observed.Qualitative research was undertaken to explore consumers' relationship with advertising in a Scottish context. A preliminary phase consisted of interviews with ten advertising research practitioners. The main phase of the research focused on young adults aged 18-24, and compared their experiences across boundaries of age, gender and occupational status. Following a pilot study, fourteen small group discussions and fourteen individual interviews were conducted.The young adults were found to be more active, selective and sophisticated consumers of advertising than the practitioners had suggested. They are characterised as "postmodern poachers" of advertising, reflecting their ironic and playful approach to much of it, and their often independent consumption of advertisements and brands: they appropriated advertising elements for their own purposes, many of which had little to do with marketing transactions. There appeared to be many common areas of advertising experience among the young adults, although several substantial differences emerged. The thesis concludes by considering the implications of the findings for the study, practice and regulation of advertising.