Joel J. Davis’ Advertising Research Simple Still-life Photography


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How effective is our brand advertising to our target consumers’ mind? What should we do to inquire how an advertisment created? What kind of media is suitable for our advertisment campaign? Whom are the exact sample of segments to know how our advertisment exposure works?

Those are the questions being asked within ourselves as advertising practitioners and marketing communications scholars. Joel J. Davis’ “Penelitian Periklanan : Teori & Praktik, Edisi 2” (“Advertising Research : Theory & Practice, 2nd edition”) book could help us to answer those kind of questions. Well, I bought that translated in Bahasa Indonesia version at a discount book store” Toga Mas” Jember.

This “Advertising Research” book is a basic guide for any advertising themed research. Joel J. Davis introduces us to a specific grand theme of advertising research plan. Joel divides the theme as : Market; Consumers; Creation; Media; Tactic; and Evaluation. Each theme will determine the ‘Sythesis’ or problem statement of what advertising sections we are going to inquire.

Joel shares us a detailed basic sampling technique for quantitative methods as well as the qualitative methods. We can find the explanation and the cases for probability and nonprobability sampling there, the advantages and the weaknesses of each sampling techniques. Plus, the illustrations that describe how we can apply the sample framming and selection.

The “Advertising Research” by Joel J. Davis gives us a thick information to do a research. From a qualitative research we could read how we should do in an interview or a focus discussion group (FGD) data collection. From a quantitative research we could comprehend how we should do in an observation – humanistic and biometric -, survey, and experiment for data collection. Then Joel doesn’t forget to draw how we should analyze those data in each methods and data collecting technique explanation. Even more, Joel talks about CAQDAS (Computer Assisted Qualitative Data Analysis Software) to help us to analyze qualitative data we collect previously.

The five chapters of the book closing are about the case thematic samples of advertising research. Surely that is another advantage for us to know the up-to-date advertising themes which would interest us to examine.

Joel J. Davis’ “Advertising Research”also provides the solution for us whom want to understand how we do a research for online or new media subject of analysis. In the chapter 3, Joel tells us about indexed and unindexed online data source. In the chapter 6, there is a subchapter talking about online focus group discussion (online FGD). In chapter 8, there are online behavior observation and social media observation study. In chapter 10, there is online survey subchapter. Chapter 14, there are online experiment and video game advertising test.

However, there are some weaknesses or limitations in Joel’s “Advertising Research”. We couldn’t find ‘cluster sampling’ which is an important sampling technique in probability-quantitative. We couldn’t find ethnography method which is important to inquire especially in the advertising target consumers/audience for exploring and explaining their insight/consumer behavior. We neither are able to find methods for analyzing sign/symbols and text in that book. This Joel’s book seems to be too quantitative so we would get less complete technique and methods about qualitative methods for us whom want to research in an interpretive approach.

Overall, this is a recommended book for a basic advertising research. Advertising practiotioners, first-grade/bachelor degree scholars will be delighted to read this book. For me, even though there are some missings in Joel J. Davis “Advertising Research” book, I could still feel satisfied for its basic research details. This one is still orgasmic for me to read as an academic text book and as a practical guide for advertising/marketing communications practitioners in my guess . Nonetheless, thank you very much for sharing, Joel J. Davis.

Book detail :

Davis, Joel J. (2013). Penelitian Periklanan : Teori & Praktik, Edisi 2. Jakarta : Rajawali Press.

Hard cover, 888 pages.

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Okey dokey. Those are my arrogant section to review the book from my actual low knowledge. This time I will tell the story about the photography concept to visualize Joel J. Davis’ “Penelitian Periklanan” book here. I photographed the book in our home at Jember with a very simple and economical setting. I don’t have studio lighting, I don’t have a still-life table, but I forced to make a still-life photography for Joel’s book. I only used 2 studying lamps, 1 portable emergency lamp, some clipings of print advertisments for the backgound. I broke a lamp in the capturing process. You would see a photograph with all white light and then photographs with a side of yellow light. The all white light photograph was taken before I broke a white lamp. The others are yellow sided because we didn’t have another white lamp so I could only install a yellow bulb.

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My concept is connecting the book that tells about advertising with advertisments surrounding. For the early photographs I set the print ads displayed opposite in direction to the book in order to minimize the eye-exposure distraction because the book’s colour is lost againts the colourful and messy print ads. The brighter and white mainlight to the book’s cover, the weaker lamp is the fill-in light. Might be I was too busy to clip some print advertisment from newspapers because I am just stupid and lazy to set up a better advertisment samples for the photographs’ mis-en-scene. Actually it could be done simply by combining, editing, and designing using photo editing or graphic designing software but again, I am too stupid to master graphic designing software so I could only do this manual and traditional crafting.

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