CMN3174 Chapter Notes - Chapter 0: Grounded Theory, Nvivo, Metatheory

23 views3 pages
2 Aug 2016
Agency Practitioners, Pseudo-Professionalization Tactics and
Advertising Professionalism (p. 146-167)
Ad practitioners began to pursue pro stature in 20th century
1924 Resor (president of J. Walter Thompson – largest in the world) wanted
to create a scientific approach to advertising
Forms to bring the industry into a professional one “professionalization”:
oEstablished ad clubs, agencies, boundaries, academic programs
Professors distinguished from others by possession of “esoterically complex”
and academically validated theoretical knowledge base
Theoretical knowledge base proves to clients that services rendered are
based on agreed-upon theoretical knowledge
In advertising there is a large gap of knowledge flow between academia and
practice (called academician-practitioner gap)
Pseudo-professionalization tactics – are coping mechanisms that agency
practitioners use to resolve the legitimation problems their knowledge
autonomy creates
Agency-client relationships now last less than 2 years
Professionalization – The History of the Concept
Professions – organized bodies of experts who applied esoteric knowledge to
particular cases written by Carr-Saunders & Wilson (1933)
oThis eventually is called the traits approach
Traits of the profession are (functionalism):
oTheoretical knowledge base (Abbott/Macdonald), altruism, ethical
codes, authority in relationships with clients, autonomy, licensing by
the state, formal organization and education
Functionalism – concerned with maintenance of social order
Shortcoming of these 2 methods was: political biases
Theoretical knowledge base becomes the core generating trait of professions
The Professionalization Process
Wilensky traces 18 occupational groups, finds full-time activity, move
through formal training, professional associations, state licensing, code of
ethics – all of this makes it become a profession
Millerson says these steps can occur in any order
Abbott says the most important change is the actual content of the work
The Theory of Professions in the Context of Advertising
Walker & Child say that marketing in Britain remains a semi-profession since
it does not have a code of ethics or state licensing
Keane identifies 15 traits necessary for attainment of professional status:
oUnique theory, organization, entry qualifications, legal recognition,
code of ethics etc.
find more resources at
find more resources at
Unlock document

This preview shows page 1 of the document.
Unlock all 3 pages and 3 million more documents.

Already have an account? Log in

Get access

$10 USD/m
Billed $120 USD annually
Homework Help
Class Notes
Textbook Notes
40 Verified Answers
Study Guides
1 Booster Class
$8 USD/m
Billed $96 USD annually
Homework Help
Class Notes
Textbook Notes
30 Verified Answers
Study Guides
1 Booster Class