Abstract Advertisers’ increasing use of embedded advertising formats makes it more difficult for consumers to identify persuasive intents in advertiser messages. However, only if consumers identify these intents and categorize messages as advertising, can they activate advertising-specific reception strategies which might result in lessened persuasion effects. The fact that consumers regularly miss persuasive intents in non-traditional advertising environments, we suggest in this article, carries epistemological and methodical implications. To better appreciate these implications, we argue for a more systematic adoption of a constructivist approach in advertising research. Some established concepts in advertising research such as the persuasion knowledge model and advertising literacy already implicitly follow a constructivist rationale. However, to more fully exploit the potential of a constructivist approach, we review communication concepts that inform advertising research, clarify why a constructivist approach increases the explanatory power of advertising research, and discuss challenges for research designs.

中文翻译：

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嵌入式广告格式研究中​​的认识论和方法论挑战：建构主义感叹词

摘要广告商越来越多地使用嵌入式广告格式，这使消费者在广告商消息中识别说服意图变得更加困难。但是，只有当消费者识别出这些意图并将消息归类为广告时，他们才能激活特定于广告的接收策略，这可能会导致说服力降低。我们在本文中建议，消费者经常会在非传统广告环境中错过说服性意图，这一事实带有认识论和方法论上的含义。为了更好地理解这些含义，我们主张在广告研究中更系统地采用建构主义方法。广告研究中的一些既定概念，例如说服知识模型和广告素养，已经隐含地遵循了建构主义原理。然而，