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dc.contributor.authorNyilasy, Gergely
dc.description.abstractThis dissertation investigates advertising agency practitioners’ theories of advertising. The study asks three fundamental questions about practitioner knowledge in advertising: (1) what ad practitioners think about how advertising works, (2) what meta-theoretical presuppositions they have about the nature of this knowledge, and (3) how this knowledge is negotiated with advertiser clients. Qualitative in-depth interviews with senior level advertising executives (creative, planning and account directors) in the Atlanta market constitute the empirical data. Findings include the description of practitioners’ Truncated Hierarchy model, ontological and epistemological meta-theories as well as pseudo-professionalization tactics. The study uses the sociological theory of professions as a theoretical framing and provides implications for the narrowing of the academician-practitioner gap in advertising.
dc.subjectAdvertising agencies
dc.subjectAdvertising theory
dc.subjectGrounded theory
dc.subjectMarketing theory
dc.subjectPhilosophy of science
dc.subjectPractitioner theories
dc.subjectSociology of occupations
dc.subjectSociology of professions
dc.titlePractitioner theories at the advertising agency
dc.title.alternativeevidence on the academician-practitioner gap and the professional status of advertising
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorMass Communication
dc.description.advisorKaren W. King
dc.description.advisorLeonard N. Reid
dc.description.committeeKaren W. King
dc.description.committeeLeonard N. Reid
dc.description.committeeDean M. Krugman
dc.description.committeeWilliam Finlay

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