A MODEL OF PRODUCT DISCOURSE - LINKING CONSUMER PRACTICE TO CULTURAL TEXTS

Authors
HIRSCHMAN EC SCOTT L WELLS WB
Citation
Ec. Hirschman et al., A MODEL OF PRODUCT DISCOURSE - LINKING CONSUMER PRACTICE TO CULTURAL TEXTS, Journal of advertising, 27(1), 1998, pp. 33-50
Citations number
60
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising → ACNP
ISSN journal
00913367
Volume
27
Issue
1
Year of publication
1998
Pages
33 - 50
Database
ISI
SICI code
0091-3367(1998)27:1<33:AMOPD->2.0.ZU;2-M
Abstract
The authors propose and demonstrate a discourse model of the dynamic r elationships between consumption practices and consumption texts. They use discourse theory to show how product meanings are created, negoti ated, and altered. Then they demonstrate an interpretive method based on the model, using data drawn from television commercials and televis ion, programs. They also document the influence of historical discours e on contemporary product meaning.