Abstract

While the global coronavirus pandemic might not have caused many of the changes we are witnessing in the field of advertising, it has definitely accelerated the rate of change in many areas of our society and field. In this article, we begin by outlining some of the significant changes that the Covid-19 pandemic has accelerated. Using a systems approach to advertising research, we examine the role of environmental changes, such as the current pandemic, in influencing the trajectory of advertising scholarship. Then, we argue that when systems, such as our economic or financial one, experience shocks of such epic proportions, they present researchers in an applied field like advertising an opportunity to problematize and question the fundamental aspects or foundations of the field itself. We conclude by making a case for a paradigm shift in advertising research and identify numerous opportunities for new lines of inquiry in this new paradigm.

摘要

尽管全球冠状病毒大流行可能并没有引起我们在广告领域看到的许多变化，但它无疑加快了我们社会和领域许多领域的变化速度。在本文中，我们首先概述了Covid-19大流行加速了的一些重大变化。使用系统方法进行广告研究，我们研究了环境变化（例如当前的大流行）在影响广告学历程中的作用。然后，我们认为，当诸如我们的经济或金融系统之类的系统遭受如此史诗般的冲击时，它们会向研究人员展示应用领域的知识，例如广告问题化的机会。并质疑该领域本身的基本方面或基础。最后，我们提出了广告研究范式转变的理由，并在这种新范式中发现了许多新的查询领域的机会。