Journal
JOURNAL OF ADVERTISING
Volume 45, Issue 3, Pages 326-333Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/00913367.2016.1185983
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The future role of advertising and its professionals in society is considered using media theory and the production perspective on advertising as work. Given advertising's reliance on media to tell its stories, and people's everyday lives playing out within those same media, the moment these worlds collide provides an excellent starting point for futuristic exploration. Using a taxonomy of media as artifacts, activities, and social arrangements, advertising is considered in terms of an aesthetic opportunity, an ethical call to action, and a social responsibility.
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