Astrid Van den Bossche

Doctoral Candidate


Saïd Business School
University of Oxford
Park End Street


Astrid Van den Bossche is a DPhil in Management Studies, a Stipendiary Lecturer in Management at Exeter College, and a member of Green Templeton College. 

Her thesis explores what it means to be sceptical of advertising, and focusses on the processes of interpretation in persuasive contexts. In order to address the gulf between interpretive and behavioural approaches to consumer research, she proposes that the consumer cannot be seen as disembodied from either brain or socio-cultural environment, and makes the case that these aspects can be studied fruitfully in tandem. She introduces cognitive literary theory to advertising research, and explores its value. Finally, she is specifically interested in the role of theory of mind in advertising literacy. This project is supervised by Linda M. Scott and Kate Blackmon, and is generously supported by the ESRC, the Scatcherd European Scholarship, and the GTC-SBS DPhil Scholarship.

In a separate project, Astrid is looking at the representation of money and markets in children’s picture books. She is currently detailing her initial findings in a book chapter on the everyday language of money, co-authoring a report on gender bias in market-related storytelling, and examining the relationship between fictionality and promotional language. She is also keeping an eye open for opportunities to further this research.

Prior to beginning her studies at Saïd Business School, Astrid obtained a Master of Studies in Film Aesthetics at the University of Oxford. She then taught as an Alumni Tutor at her undergraduate college, University College Maastricht in The Netherlands, before completing a Master in Management at London Business School.

Her interest in marketing was awakened during her work experience as a brand strategist. As she tapped into her training as a film theorist, she grew increasingly intrigued by the highly intuitive nature of the work – gut feeling and cultural savvy seemed as important as business skills when formulating successful brand strategies. This insight led to questioning the current brand literature, and encouraged her to look for potentially more fitting accounts in other academic fields, such as the Humanities.

Learn more about Astrid’s work at


Articles & Essays

Van den Bossche, A. Stories of Value: The nature of money in three classic British picture books (Forthcoming). In The Language of Money and Debt: a multidisciplinary approach, Eds. Annabelle Mooney and Evi Sifaki, Palgrave: London.

Scott, L. M. & Van den Bossche, A. (2016). Uppity Women Unite! Marketing the Women’s Movement in America. Advertising & Society Review, 17(1).

Van den Bossche, A. (2015). The Economist Espresso: An interview with Michael Brunt (CMO), and Tom Standage (Deputy Editor). Advertising & Society Review, 16(2).

Van den Bossche, A. (2014). The Id Goes Shopping in Its Maidenform Bra: Navigating Gender Spheres in the Postwar “Dreams” Campaign. Advertising & Society Review, 15(2).

Van den Bossche, A. (2013). The hold of interpretive doubt: When response overpowers narrative. Short Film Studies, 3(2).

Van den Bossche, A. (2012). Wind: A commentary on worldhood and plots. Short Film Studies, 2(2).


Book reviews

Van den Bossche, A. (2016). Textbooks to teach advertising with: A review of The Psychology of Advertising, 2nd edition (Fennis & Stroebe, 2016) and Advertising: Critical Approaches (Wharton, 2015). Advertising & Society Review, 17(1).

Van den Bossche, A. (2016). Designing Fictions: Literature Confronts Advertising. Advertising & Society Review, 16(4).

Van den Bossche, A. (2015). The Handbook of International Advertising Research. Advertising & Society Review, 16(2).

Van den Bossche, A. (2015). Bodily Regimes: Italian Advertising under Fascism by Karen Pinkus. Advertising & Society Review, 15(4).

Van den Bossche, A. (2014). Two Book Reviews: Mad Men, Mad World: Sex, Politics, Style & the 1960s and Mad Women: The Other Side of Life on Madison Avenue in the 60s and Beyond. Advertising & Society Review, 15(2).

Van den Bossche, A. (2013). The Role of Media in Promoting Healthy Nutritional Habits: A Review of Advances in Communication Research to Reduce Childhood Obesity. Advertising & Society Review, 14(3).