Abstract

This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents definitions, history, and aspects of photovoice research for the purpose of understanding possible uses of photovoice for advertising research.

中文翻译：

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在广告理论中使用 Photovoice 研究

摘要

本文概述了光声方法，并提出了光声有助于广告理论构建的方法。尽管在先前的文献中已经讨论了使用照片语音构建理论，但该方法在广告中被忽略了，并且没有研究将照片语音与广告研究联系起来。本文介绍了光声研究的定义、历史和方面，目的是了解光声在广告研究中的可能用途。