Control, knowledge and persuasive power in advertising creativity: an ethnographic practice theory approach

Mahsa Ghaffari, Chris Hackley, Zoe Lee

Research output: Contribution to journalArticlepeer-review

19 Downloads (Pure)

Abstract

This article reports findings from an extended multimethod ethnographic study into the social practices of advertising creativity. The study was conducted in a major Iranian creative advertising agency that has many international clients and earns annual billings equivalent to more than USD $100 million. Findings focus on three sets of overlapping, aggregated social practices—labeled control power, knowledge power, and persuasive power—that serve to work around tensions over creative output to accomplish the dual goals of creating good, effective work and persuading the client to buy in to the creative strategy. We conclude with implications for future practice and research.
Original languageEnglish
Pages (from-to)242-249
JournalJournal of Advertising
Volume48
Issue number2
Early online date28 May 2019
DOIs
Publication statusPublished - Jun 2019

Fingerprint

Dive into the research topics of 'Control, knowledge and persuasive power in advertising creativity: an ethnographic practice theory approach'. Together they form a unique fingerprint.

Cite this