The research studies in this project focus upon the tensions within and between two emerging cultures of marketing communication: the ‘traditional’ creation and dissemination of persuasive commercial messages and the more recent, non-manipulative, dialogue-oriented understanding evolving out of perspectives in both service marketing and digital marketing. The studies investigate how these two seemingly adversarial promotional cultures can exist within the same larger discipline of marketing. Researchers in the project are also studying the relationships between advertising and rhetoric and wider issues that connect marketing communication with the personal and social fear of persuasion attempts.
PROMOTIONAL CULTURES & COMMUNICATION CENTRE
Faculty of Media & Communication, Bournemouth University