Click to connect: netnography and tribal advertising

Copywriters ground advertising insight in their understanding of the consumer. In contemporary consumer culture, much meaningful consumption takes places in a communal, collective, and tribal environment. Advertisers and copywriters in particular would benefit from a culturally-grounded understanding of the language, meanings, rituals, and practices of the consumer tribes with which advertising seeks to communicate.

This article suggests that the rigorous application of netnography--the online practice of anthropology--could be helpful to advertisers and copywriters as they seek ...

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