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Invited Article Series: Learning from the Past, Looking to the Future
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R. N. LACZNIAK
that it focused on the intellectual development of the advertising discipline. In other words, I tried to emphasize that JA centered on the development and extension of advertising theory.
I suppose that the latter comment was motivated, to a large
extent, by my effort to differentiate the JA brand from that of
the Journal of Advertising Research (JAR). In my mind, JAR
focused more on practical research questions and less on theory. (Table 1 provides a comparison of the missions of JAR
and JA). At the time, I felt that development of theory should
be at the heart of academic pursuits and that theoretical developments need to be used to guide the science of advertising.
In fact, I still believe this to be true.
Given this backdrop, it should come as no surprise that I
decided to use this essay to discuss theory development in
advertising. In this piece I wish to (1) describe theory (more
specifically, advertising theory), (2) briefly summarize an
ongoing debate regarding theory development in aligned disciplines (see Colquitt and Zapata-Phelan 2007; Hambrick 2007;
Hong et al. 2014; Porter, Bareiss, and Holte 1990; Sutton and
Staw 1995), and (3) provide some broad-based guidelines for
emerging scholars in advertising for theory development in
light of the first two points. To those who are relatively new to
the JA readership base, I must confess that the idea of discussing advertising theory is not entirely novel. Indeed, Shelly
Rodgers and Esther Thorson courageously edited a book titled
Advertising Theory in 2012. This book derived in part from a
special session and another preconference session that were
featured at American Academy of Advertising conferences in
2009 and 2010. The books aim was to provide beginning students and seasoned scholars who want greater familiarity with
various areas of advertising, a comprehensive understanding
of how advertising works and how advertising relates to its
environment (Rodgers and Thorson 2012, p. xxi). It contains
myriad readings regarding the predominant theoretical
approaches used in advertising research. Yet as a reader
peruses these masterful pieces, he or she will learn that the
pursuit of theory development is neither easy nor is it accomplished in a simple, single way. As noted, I hope to interject
some thoughts I have on the matter, since (as I hope you will
see later in this essay) some recent scholars in aligned disciplines question the contribution of theoryat least theory as
we have described it in the advertising context.
JA HISTORICAL PERSPECTIVE: LACZNIAKS VIEWS
OF THE IMPORTANCE OF ADVERTISING THEORY
In my first full-fledged From the Editor column, I
attempted to provide some guidelines to potential contributors
to JA. Among my recommendations was the following
(Laczniak 2003, p. 5):
An acceptable manuscript should make a substantive contribution
to the advertising theory. Therefore, I am looking for papers that
shed light on theory. Of course I do believe that theory-based
papers should have something to say about practice, public policy,
and/or social issues. But, it is my belief that the best way to make
contributions to advertising practice or public policy making is by
building a solid theory. In my opinion, manuscripts can make a substantive contribution to theory in one of many different forms. One
way is by stating a formalized theory in purely conceptual terms.
Another way would be by extending an existing theory in some
meaningful manner. Yet another alternative is testing an existing
theory. Thus, I am open to publishing either conceptual or empirical articles; however, I believe they need to focus on theoretical
development. (emphasis added)
TABLE 1
Mission Statements of the Journal of Advertising Research and Journal of Advertising
Journal Name
Journal of Advertising
Research
Journal of Advertising
Abbreviation
JAR
JA
Mission Statement
JAR encourages dialogue between practitioners and academics to expand the
scientific body of knowledge about all facets of marketing and advertising
research and to facilitate translation of that knowledge to support the ARFs
[Advertising Research Foundations] mission of effective business through
research and insights.
JA is the premier academic publication covering significant intellectual
development pertaining to advertising theories and their relationship with
practice. The goal of the journal is to provide a public forum that reflects the
current understanding of advertising as a process of communication, its role
in the changing environment, and the relationships between these and other
components of the advertising business and practice.
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R. N. LACZNIAK
CONCLUDING COMMENT
As I reflected on my time as editor of JA, I must admit I got
a bit nostalgic. However, I quickly recalled my zeal for talking
about theory development in advertising. My thoughts continue to be that scholarly work in advertising should be guided
by theory. I am hopeful that, via this essay, current and future
scholars in advertising will be able to add to their understanding of their roles in developing advertising theory. Moreover, I
hope I have also made a case that weaker (contextualized)
theory can be very useful in this realm and that the resulting
work can be both rigorous and practical at the same time.
ACKNOWLEDGMENTS
The author would like to thank current JA editor Shintaro
Okazaki for providing him with the opportunity to share his
views and for his thoughtful comments regarding this article.
In addition, thanks to Les Carlson, Sam DeMarie, Anthony
Townsend, and Kathy Laczniak for providing useful feedback
on earlier drafts of this article.
REFERENCES
Carlson, Les (2015), The Journal of Advertising: Historical, Structural, and
Brand Equity Considerations, Journal of Advertising, 44 (1), 8084.
Colquitt, Jason A., and Cindy P. Zapata-Phelan (2007), Trends in Theory
Building and Theory Testing: A Five-Decade Study of the Academy of
Management Journal, Academy of Management Journal, 50 (6), 1281
1303.
Balasubramanian, Siva K., James A. Karrh, and Hermant Patwardhan (2006),
Audience Response to Product Placements: An Integrative Framework
and Future Research Agenda, Journal of Advertising, 35 (3), 115141.
Faber, Ronald J., Brittany R. L. Duff, and Xiaoli Nan (2012), Coloring Outside the Lines: Suggestions for Making Advertising Theory More
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