Literary Criticism in Advertising and Consumer Research: Revisiting Barbara Stern
本文通过芭芭拉·斯特恩的视角，综述文学批评在广告研究中的应用，强调将广告视为文本叙事来理解的重要性，并指出未来研究方向。
This study provides a broad overview of literary criticism in advertising and discusses its relevance in understanding advertisements as textual narratives while also suggesting some avenues for future research. We do so by framing it through the work of Barbara Stern, who helped introduce literary criticism into the marketing discipline. We then explain our thoughts concerning why renewed interest in a literary approach to advertising is essential. Our approach integrates Stern’s work with other emerging theories in English and consumer literature, synthesizing a variety of insights into an overview of what has been done within the discipline, offering a brief glimpse into the dynamic theoretical approaches wielded by others.