Buch, Englisch, 570 Seiten, Format (B × H): 149 mm x 226 mm, Gewicht: 826 g
Buch, Englisch, 570 Seiten, Format (B × H): 149 mm x 226 mm, Gewicht: 826 g
Reihe: Routledge Communication Series
ISBN: 978-0-8153-8250-8
Verlag: Taylor & Francis Ltd (Sales)
Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.
This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
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Part 1: Perspectives on Advertising and Advertising Theories 1. What does "Theories of Advertising" Mean? An Update 2. Coloring Outside the Lines: Suggestions for the Future of Advertising Theory 3. Agency Practitioners' Theories about Advertising: New Directions Part 2: Psychological Processes in Response to Advertisements 4. Psychological Transportation in Narrative Advertising 5. Role of Technology in Online Persuasion: A MAIN Model Perspective 6. Role of Emotion in Advertising 7. Managing Advertising in Non-Traditional Environments: A Message Processing Framework 8. The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017) 9: Involvement Part 3: Audiences and Roles in Advertising 10. A Theory of Advertising to Children 11. Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business 12. Depictions of Gender Roles in Advertising Part 5: Creativity and Advertising 13. Creativity and Ad Theory 14. A Rhetorical Theory of the Advertisement 15: Creativity and Risk Theories of Advertising Part 5: Different Types of Advertising Messages 16. A Review of Native Advertising 17. Narrative Advertisements and Narrative Processing 18. Political Advertising 19. Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity Part 6: Media and Media Devices 20. Mobile Advertising: Current and Future Research Directions 21. In-Game Advertising and Advergames: A 15-Year Review 22. Social Media and Advertising Theory 23. Digital Video Advertising Part 7: Organizations 24. Toward a Social Ecology of Advertising 25. "If It Fits…" The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives 26. Brand Concepts and Advertising Part 8: Contexts of Advertising 27. How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process 28. Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017 29. Theories about Health and Advertising 30. Ethics and Advertising Theory 31. Theory and Law