The academician–practitioner gap in advertising

Nyilasy, Gergely; Reid, Leonard N.

doi:10.1080/02650487.2007.11073027

Cited by 52 publications

(37 citation statements)

References 14 publications

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“…As we have argued elsewhere (Nyilasy & Reid 2007; in press), investigations into advertising practitioners' knowledge autonomy allow us to better understand the academician-practitioner gap in advertising and consequently help deepen our understanding of the industry's professional status. Such studies have tremendous value, as advertising practitioners' knowledge autonomy is virtually uncharted academic research territory, yet a potentially key driver of disconnects between advertising academe and practice.…”

Section: Introductionmentioning

confidence: 98%

“…In an earlier article, we addressed the academician-practitioner gap in advertising (Nyilasy & Reid 2007) through an analysis of key writings on the subject. The analysis determined that the literature describing the causes of the disconnect between academicians and practitioners misses one potentially key aspect, which we labelled practitioners' 'knowledge autonomy'.…”

Section: Introductionmentioning

confidence: 99%

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Agency practitioners’ meta-theories of advertising

Nyilasy¹,

Reid

2009

International Journal of Advertising

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Research on practitioner theories of advertising uncovered that agency practitioners not only have definite theoretical beliefs about how advertising works, they also have meta-theoretical beliefs, fundamental presuppositions about the nature and possibility of knowledge in advertising. The meta-theoretical belief in creativity and its dictum of 'no rules' was found to be more important than any other guiding principle in advertising work. The primacy of creativity denies the possibility of any other moderator-focused theories that would prescribe 'rules' for creative content. Practitioners believe that the ontological status of advertising (as a territory defined by creativity, art and tacit skill) places it mostly outside the reach of scientific modelling. While practitioners acknowledge that knowledge about advertising is 'layered' (i.e. certain aspects of it are more explainable by the legitimation system of science), they also insist that the creative 'layer' is much thicker than other layers. A further qualifying factor is practitioners' epistemological scepticism, which questions the validity of both academic and commercial social research as applied to advertising, and suggests instead that knowledge about advertising is better understood as 'common sense'. The study's findings have fundamental consequences for the professional aspirations of the advertising industry as well as the academician -practitioner gap in advertising.

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Section: Introductionmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

Agency practitioners’ meta-theories of advertising

Nyilasy¹,

Reid

2009

International Journal of Advertising

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“…Le préjugé voulant que les données fournies par des études gouvernementales soient inutilisables dans une démarche scientiique n'est pas unique à la publicité sociale (Smith, 2008). Juxtaposé aux dificultés entourant la collaboration des praticiens et des chercheurs dans l'étude des phénomènes publicitaires (Gabriel, 2006;Lilien, 2011;Nyilasy et Reid, 2007), la situation nuit probablement à l'avancement des connaissances. Indubitablement, l'utilisation de l'analyse secondaire exige une approche prudente et le respect de certaines balises (Glaser, 1962;Heaton, 2008).…”

Section: Resultsunclassified

Utilisation du réseau Facebook dans une campagne de prévention pour jeunes adolescents : analyse secondaire des données d’une étude postcampagne

Giroux¹

2013

ricsp

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“…However, the most common criticism we receive from the business community is that academic papers lack relevance to the 'real world' -the 'academician-practitioner gap' in advertising research (Nyilasy & Reid 2007 (West 2007).…”

Section: Practitioner Authorshipmentioning

confidence: 99%