Abstract

With advertising practice and research changing significantly in the last decade, it is likely that the definition of advertising also needs some transformation. Rather than broadening the definition to eliminate key dimensions, this study seeks to redefine advertising by replicating Richards and Curran (2002 Richards, J., and C. Curran. 2002. Oracles on advertising: Searching for a definition. Journal of Advertising 31, no. 2: 63–77.[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]) study, which suggested the current US-based definition. Using Delphi methodology, consensus is reached among a global panel of advertising experts. The relevance of five key dimensions of advertising – paid, mediated, identifiable-source, persuasion and action – is investigated in relation to its current practice, research and teaching. The resulting definition is compared to previous iterations and differences between academics, practitioners and geography, developing important implications for theory and practice.

摘要

在过去十年中，随着广告实践和研究的显着变化，广告的定义可能也需要进行一些转换。该研究并未扩大定义以消除关键维度，而是通过复制Richards和Curran（2002 Richards，J .和C. Curran。2002年。广告上的Oracle：搜索定义。广告杂志31号。2：63 - 77。[Taylor＆Francis Online]，[Web of Science®]  ，[Google Scholar]）研究，该研究提出了当前基于美国的定义。使用Delphi方法，全球广告专家小组达成了共识。与广告的当前实践，研究和教学相关，研究了广告的五个关键方面的相关性：付费，中介，可识别的来源，说服和行动。将得到的定义与以前的迭代以及学者，从业者和地理之间的差异进行比较，从而对理论和实践产生重要的启示。