Advertising Theory

3. Auflage 2027
ISBN: 978-1-041-08432-7
Verlag: Taylor & Francis

Buch, Englisch, 342 Seiten, Format (B × H): 178 mm x 254 mm

Reihe: Routledge Communication Series

Bringing together leading scholars to examine the major theories of how advertising works in today's digital, data-driven, and AI-enabled environment, this third edition demonstrates that while advertising technologies continue to evolve, fundamental theories remain highly relevant.

Organized around an integrative advertising process framework, the volume shows how individual theories work together to explain the relationships among advertisers, messages, media, audiences, and advertising effects. Each chapter reviews a major theoretical perspective, summarizes key research findings, evaluates the strengths and limitations of existing approaches, and identifies directions for future research. Contemporary topics—including artificial intelligence, algorithmic personalization, social media, virtual influencers, digital video, online persuasion, and data transparency—are examined alongside enduring areas such as creativity, involvement, branding, international advertising, ethics, health communication, and culture. Throughout, contributors connect theory to current advertising practice by illustrating how established concepts continue to inform communication in rapidly changing media environments.

Written for graduate students, advanced undergraduates, researchers, and practitioners, this volume provides a comprehensive foundation for understanding advertising theory while offering practical insights for analyzing and developing effective advertising in the twenty-first century.

Zielgruppe

Postgraduate, Professional Practice & Development, and Undergraduate Advanced

Autoren/Hrsg.

Rodgers, Shelly

Thorson, Esther

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Sozialwissenschaften Psychologie Psychologische Disziplinen Angewandte Psychologie

Inhaltsverzeichnis

Part I: Theoretical Perspectives on Advertising  1. What Does "Theories of Advertising" Mean in an AI Era? An Update  2. The Role of Technology in Online Persuasion: From MAIN Model to HAII-TIME  Part II: Psychological Processes in Advertising  3. Why Stories Work: Transportation in Narrative Advertising  4. Messaging Strategies for Out-of-Home Advertising: A Message Processing Framework  5. The Reflexive Persuasion Game: The Evolving Persuasion Knowledge Model (1994–2026)  6. Involvement  Part III: Audiences and Roles in Advertising  7. Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business  8. Gender Roles in Advertising  9. From Prediction to Participation: Social Media Algorithms, AI Advertising Customization, and Effectiveness  10. Behind the Banner: Theoretical Perspectives, Regulatory Frameworks, and Future Directions for Advertising Transparency in Data-Driven Environments  Part IV: Advertising Messages and Creative Strategy  11. Creativity and Ad Theory  12. Emotion in Advertising Theory: Motivational Relevance in Platformized Media  13. Narrative Advertisements and Narrative Processing  14. Man v. Machine: Consumer Responses to Virtual and Human Influencers in Advertising  15. Complexity in Visual Design: Psychological Mechanisms and Practical Implications  Part V: Media, Technology, and Advertising Platforms  16. Social Media and Advertising Theory  17. Understanding Consumers in AI-Driven Advertising: Behavioral Targeting and Disclosure Practices  18. Digital Video Advertising  Part VI: Advertising Contexts and Applications  19. Brand Concepts and Advertising  20. How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process  21. The Dynamics of Attention: Advertising Processing, Media Choice, and Effectiveness  22. Theories about Health and Advertising  23. Ethics and Advertising Theory

Über Autor(innen)

Shelly Rodgers is Distinguished Curators' Professor and Maxine Wilson Gregory Chair at the University of Missouri, USA.

Esther Thorson is Professor Emeritus at Michigan State University, USA and currently serves on the faculty at Colorado State University, USA.