重新思考哈洛·盖尔:他对广告贡献的心理影响及其持久影响

IF 5.4 2区 管理学 Q1 BUSINESS Journal of Advertising Pub Date : 2023-09-12 DOI:10.1080/00913367.2023.2249055
Mark Tadajewski
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引用次数: 0

摘要

哈洛·盖尔经常被描述为广告思想的第一个实验主义者。这种定位忽略了影响他思想的因素。在这篇文章中,我们概述了Gale对心理学研究的参与及其对广告的影响。从19世纪后期到今天的社会认知研究,这些故事都是在广告和营销理论的潜意识过程谱系中出现的。盖尔与心理学研究的联系,加上早期实践者对无意识的反思,为他对广告的主要贡献创造了有利条件。心理学学术强调了“多重自我”对人类功能的中心地位。虽然心理框架为盖尔的经验、概念和理论工作提供了支撑,但它也限制了人们对他的见解的更大参与。然而,广告理论和实践的后续修改是由连续性和非连续性的水平所保证的,这有助于从盖尔时代到现在的精神上负债的思想体的识别。总的来说,这些分析关联为广告理论和实践的历史和当代描述提供了实质性的重新定位。
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Rethinking Harlow Gale: The Psychical Influences on His Contributions to Advertising and Their Enduring Reverberations
Harlow Gale is often depicted as the first experimentalist in advertising thought. This positioning elides influences which impacted upon his thinking. In this article, we outline Gale’s involvement with psychical research and its implications for advertising. These narratives are situated within a genealogy of subliminal processes across advertising and marketing theory from the late nineteenth century through to social cognition studies today. Gale’s connection with psychical research, in conjunction with early practitioner reflections on the unconscious, formed the enabling conditions for his major contributions to advertising. Psychical scholarship spotlighted the centrality of the “multiplex self” to human functioning. While psychical framings scaffolded Gale’s empirical, conceptual, and theoretical work, it also limited greater engagement with his insights. However, subsequent modifications of advertising theory and practice are underwritten by levels of continuity and discontinuity that facilitate the identification of psychically indebted bodies of thought from Gale’s time to the present day. Taken together, these analytic associations provide a substantive reorientation of historical and contemporary accounts of advertising theory and practice.
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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