Video ethnography, researcher reflexivity, and constructions of advertising response in the Australian family living room

• Video ethnography examines simultaneously performed advertising behaviours not seen via other research methods.
• Families perform identity practices through their responses and attention to television advertising.
• Video ethnographic analyses of advertising response need to account for the researcher's reflexive role in constituting them.
• Advertising response is not value neutral – it is a product of the research method that uncovers it.

This article adopts perspectives of family identity practice as an analytic lens to understand advertising response and attention in the family living room. By using an emerging approach that examines ethnographic data through the reflexive role of the researcher, the article brings a novel conceptualisation of advertising response as a set of domestically constructed consumption practices. Through this approach, it is shown how advertising response is performed by viewers in the family living room embedded within a network involving cultural ideologies, domestic discourses, advertising literacies, and viewing practices, but argues that the very configuration of these performances is itself developed by the researcher through broader scholarly debates about the politics of advertising response, viewing, and attention in the marketing and advertising research literature. The article argues that advertising response is not value neutral, it takes on different meanings for viewers beyond an advertising text's informational orientation, and response is understood to be a product of the research method that uncovers it. To better conceptualise advertising response and attention, the findings suggest that a deeper exploration of advertising response is required in terms of the researcher's reflexive role in constituting it.

Chinese Abstract本文以家庭特性习惯的角度作为分析视角，以了解家庭客厅内的观看者对广告的反应和关注度。通过使用一套全新的方法（即通过研究者的自反作用来研究人种学数据），本文从家庭结构性消费习惯的角度，提出了全新的广告反应概念论。通过这一方法，显示了在家庭客厅内，融入到涉及文化意识形态、家庭交谈、广告文化、及观看习惯等相互关系中的观众如何对广告作出反应，然而，文章认为，研究者通过对市场营销和广告研究文献的广告反应、观看、关注度等策略的更广泛的学术争论，而形成这些行为的特有构成。原稿认为广告反应并非价值中立，对于观看者而言，它除了具有广告文本的信息导向外，还含有不同的含义，而反应则应被理解为是揭示它的研究方法的产物。这些研究结果表明，为了更好地对广告反应和关注度进行概念化，需要从研究者设定广告反应的自反作用方面，对广告反应进行更深层次的探究。