A Model of Product Discourse: Linking Consumer Practice to Cultural Texts
- 1 March 1998
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 27 (1) , 33-50
- https://doi.org/10.1080/00913367.1998.10673541
Abstract
The authors propose and demonstrate a discourse model of the dynamic relationships between consumption practices and consumption texts. They use discourse theory to show how product meanings are created, negotiated, and altered. Then they demonstrate an interpretive method based on the model, using data drawn from television commercials and television programs. They also document the influence of historical discourse on contemporary product meaning.Keywords
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