Casting a Critical "I" Over Caffrey's Irish Ale: Soft Words, Strongly Spoken
Journal of Marketing Management, Vol. 14, pp. 733-748, 1998
16 Pages Posted: 12 Feb 2012
Date Written: February 11, 1998
Abstract
By employing a research approach, known as subjective personal introspection - the critical "I" four co-researchers wrote extensive autobiographical essays on their responses to an advertisement for Caffrey's Irish Ale. By delving in the shamelessly subjective this paper draws out the main themes by comparing, contrasting and critiquing the introspective insights of these four critical "I's". In doing so, it demonstrates that there can be no grounded interpretations of an advertising text, that the critical "I"can yield uniquely illuminating insights, and that its chief power, as a research method, lies in its capacity for creativity, imagination and discovery.
Keywords: introspection, subjective personal introspection
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