2019
DOI: 10.1080/13527266.2019.1694564
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Imaginary futures: Liminoid advertising and consumer identity

Abstract: The paper integrates a theoretical review with a selective sample of case exemplars to illustrate the novelty, salience and contribution of the liminoid advertising appeal. Findings:The study finds that the liminoid appeal is a novel and under-recognised yet widely deployed advertising and branding approach that manifests in many differing creative executions, whilst clearly carrying great resonance for consumers, and can potentially have negative social implications. Research limitations:The empirical case ex… Show more

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Cited by 3 publications
(4 citation statements)
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References 62 publications
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“…The dynamic competition subsequently leads to advertisers demanding more services from their advertising agency (Arul, 2010). Hackley and Tiwsalul (2011) highlighted the greater need for an integrated marketing communication solution. Arul (2010) argued that advertisers seek expertise in market strategy, business plans, product design, customer intelligence and communication from their advertising agency.…”
Section: Discussionmentioning
confidence: 99%
“…The dynamic competition subsequently leads to advertisers demanding more services from their advertising agency (Arul, 2010). Hackley and Tiwsalul (2011) highlighted the greater need for an integrated marketing communication solution. Arul (2010) argued that advertisers seek expertise in market strategy, business plans, product design, customer intelligence and communication from their advertising agency.…”
Section: Discussionmentioning
confidence: 99%
“…(2019) describe as ‘liminoid advertising’. This is when brands use advertising to imply that their products can act ‘as a doorway into a new identity, and hence, a new and more satisfying life’ (2019, p. 1). Rationalistic theories of career would critique these strategies as inaccurate or unhelpful which though they have their place misses the ideological significance of these rhetorics.…”
Section: Discussionmentioning
confidence: 99%
“…This notes how these websites are used by recruiters to attract students. Focussing on these sites as advertising vehicles allows us to explore how these sites have adopted aspects similar to what Hackley et al (2019) describe as 'liminoid advertising'. This is when brands use advertising to imply that their products can act 'as a doorway into a new identity, and hence, a new and more satisfying life' (2019, p. 1).…”
Section: Discussionmentioning
confidence: 99%
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