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Submit a Manuscript to the Journal
International Journal of Advertising

For a Special Issue on
Generational advertising research in the modern age

Manuscript deadline
31 August 2023

Cover image - International Journal of Advertising

Special Issue Editor(s)

Isaac Cheah, Curtin University
[email protected]

Graham Ferguson, Curtin University
[email protected]

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Generational advertising research in the modern age

This special issue of the International Journal of Advertising (IJA) is devoted to generational advertising research, and more particularly to how marketing scholars and practitioners should address research on generational differences in media use, advertising attitudes and perceptions, and in response to marketing communications in general.  While each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics, society has now reached a point-in-time where it is necessary to thoroughly understand each and every segment of our population (which is also reflected in the international marketplace). Marketing scholars have argued that generations (e.g., the Silent Generation,  Baby Boomers, Generation X, and Millenials, Generation Z) may adopt specific patterns of media use when they are young and remain faithful to them throughout their lifespans (e.g., adolescents, adults) (Taylor, 2018).

Longitudinal studies can reveal whether the generation stays positive about advertising in the media they grew up with or they become more negative as they grow older (Southgate, 2017), while cross-national differences in generational patterns may reveal typologies of consumers in each generation and highlight the main differences that characterize each cohort (e.g., different communication habits, learning styles and interests and values than previous generations of consumers) (van der Goot et al., 2018; Chaney, Touzani & Slimane, 2017; Strutton, Taylor & Thompson, 2017).

While the issues pertinent to the advertising and consumption of media by different generational cohorts have attracted the attention of researchers in varied disciplines (including psychology, marketing, sociology, information technology, and media studies), much remains to be learned. The objective of this Special Issue is to deepen our present understanding of sundry aspects of generational advertising research through means as varied as theoretical and conceptual explorations, methodological studies, case studies, literature reviews, and participant-observation research. A non-exhaustive listing of topics of interest would include state-of-the-art papers on the following:

  • Advertising and generational identity
  • Advertising preferences of a specific generational group (e.g., Gen X, Millennials)
  • Broadening advertising beyond 40!
  • Communication models for aging generations
  • Broadening the agency workforce – not just a young person’s game?
  • Generational cohort differences: is it just different media usage?
  • Communication behavior spread between generations
  • Attachment to generational communication behaviors
  • Cross-generational response to advertising appeals
  • Generational recognition and response to controversial marketing communication practices
  • Consumer response to intergenerational images in advertising
  • The effect of culture on the perceptions of intergenerational messages
  • The effect of advertising on generational narratives
  • The effect of intergenerational learning on advertising courses and curriculum
  • Best practice for intergenerational strategy and creativity
  • Older generation messages and new generation media – how does it all fit together?
  • Does intergenerational media usage change easier than message and execution acceptance?
  • Do industry advertising standards reflect and protect all generations?
  • Extending theoretical models and frameworks on intergenerational advertising research

Submission Instructions

  • ANZMAC 2022 has an advertising and marketing communications track dedicated to author/s seeking to submit to the Special Issue of the International Journal of Advertising. Author/s submitting papers to this track must comply with the ANZMAC review process. Discussions in the ANZMAC Track will help author/s position and refine their paper ready for submission to the journal review process.
  • An open call for full-length journal papers for the Special Issue will be made soon. Any author/s may submit through the International Journal of Advertising submission system and will undergo a similar review process as regularly submitted papers. Submission for the Special Issue begin April 1, 2023, with the final deadline for submission being August 31, 2023.
  • Questions pertaining to the Special Issue should be sent to any of the Guest Editors.
  • Papers must be formatted in accordance with the International Journal of Advertising style sheet.
  • All papers will be double-blind refereed. Post-refereeing, the Guest Editors will propose a list of publishable papers for consideration by the Editor-in-Chief of the International Journal of Advertising – whose agreement will be required prior to notifying Authors of final acceptance.

Instructions for AuthorsSubmit an Article

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