Advertising: In Search of a Definition. A Critical Review
Advertising: In Search of a Definition. A Critical Review

Author(s): Nikola Vangelov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: advertising; PR; marketing communications; technological evolution
Summary/Abstract: Advertising is a term that most people have heard and are aware of what it means. However, theory and practice have constantly been making attempts at defining it throughout the years of its theoretical existence. Like society, advertising has also evolved. So has its definition. It is mainly due to its constant efforts to adapt to the ever-changing human needs and desires. Of course, the term is just a word and it would not have been able to progress had it not been for the constant efforts of practitioners and theorists. The methodology uses content analysis to outline some of the most distinguished definitions of the term. In particular, it examines two studies by Jef Richards, which use the Delphi method to reach a plausible definition. In the end, the author comprises a working definition that generalizes the key elements of advertising while proposing a new understanding of some.

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