ABSTRACT
This chapter describes the design of our own research. We have argued that much of the literature on advertising in social science and social criticism is based upon preconceptions about it, usually negative ones. Thinking has been dominated, and restricted, by the powerful intellectual traditions described in Chapter 4. Insufficient attention has been given to the actual content of advertisements, and so the creative development of theory that can come only from open-minded observation of the world has been hampered.
