ABSTRACT
This chapter suggests that research into advertising, that is, studies that embrace the full context of advertising production and consumption, are best placed to connect advertising practice with wider issues of critical marketing. It outlines key trajectories of research in both areas, and draws out points of connection and divergence between advertising and critical marketing. The chapter considers how all the issues are being re-framed as contemporary advertising re-invents itself in an era of convergence characterized by consumer access to all media channels via one, internet-enabled screen. It presents some of the studies that have explored the agencies' practices of advertising production. The chapter concludes by suggesting that literary forms of methodology offer an opportunity of theorizing the emerging, hybrid and fluid forms of advertising in the convergent media landscape.
