... theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge. Findings The study shows that courses created a template-based persona...

... how market attachment works, this time by examining market devices (Mcfall, 2009 , p. 279). Market devices are devices outside of advertising “that produce or ‘render’ markets through processes of attachment and detachment, entanglement and disentanglement”. “Hybrid, diverse and evolving” market...