Rethinking Advertising As Paratextual Communication
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Rethinking Advertising As Paratextual Communication
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Author : Hackley, Chris
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-04-22
Rethinking Advertising As Paratextual Communication written by Hackley, Chris and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-22 with Business & Economics categories.
Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts.
Rethinking Advertising As Paratextual Communication
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Author : Chris Hackley
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-04-28
Rethinking Advertising As Paratextual Communication written by Chris Hackley and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-28 with categories.
Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts. Chris Hackley and Rungpaka Amy Hackley draw on many examples of creative advertisements to illustrate the key features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines the idea of an advertisement as something that is read and interpreted as a text by an audience, drawing on some of the pioneering research literature that introduced literary forms of analysis into business, management and related fields of scholarship. The authors utilise ideas from literary theory to examine how advertising can be understood, as well as consider semiotic and anthropological perspectives on advertising and digital media. Aiming to change the way advertising is understood by students, scholars, and by media and management professionals, this book will be a valuable resource for those with an interest in advertising and promotion, marketing, communication, business management, and branding.
Rethinking Reputation
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Author : Fraser P. Seitel
language : en
Publisher: Macmillan
Release Date : 2012-08-21
Rethinking Reputation written by Fraser P. Seitel and has been published by Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-08-21 with Business & Economics categories.
Discusses the rising importance of public relations in the business world and highlights some of the most important public relations moments in recent years, including Charlie Rangel's tax evasion, John Edwards' affair and love child, and Tiger Woods' cheating scandal.
Advertising And Promotion
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Author : Chris Hackley
language : en
Publisher: SAGE
Release Date : 2005-02-16
Advertising And Promotion written by Chris Hackley and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-02-16 with Business & Economics categories.
This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.
Advertising Theory
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Author : Shelly Rodgers
language : en
Publisher: Routledge
Release Date : 2019-04-15
Advertising Theory written by Shelly Rodgers and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-15 with Business & Economics categories.
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. 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.
Advertising As Communication
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Author : Gillian Dyer
language : en
Publisher: Routledge
Release Date : 2015-11
Advertising As Communication written by Gillian Dyer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11 with categories.
Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.
Guerrilla Advertising
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Author : Gavin Lucas
language : en
Publisher: Laurence King
Release Date : 2006-08-10
Guerrilla Advertising written by Gavin Lucas and has been published by Laurence King this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-08-10 with Design categories.
"Guerrilla Advertising shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themselves, their ideas and their products. 68 international campaigns are featured, grouped according to their approach: Street Propaganda, Site-Specific Media, Sneaky Manoeuvres, Stunts and Multi-Fronted Attack."--BOOK JACKET.
Advertising And Promotion
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Author : Chris Hackley
language : en
Publisher: SAGE
Release Date : 2021-01-27
Advertising And Promotion written by Chris Hackley and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-27 with Business & Economics categories.
Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers
Advertising And Promotion
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Author : Chris Hackley
language : en
Publisher: SAGE
Release Date : 2021-01-27
Advertising And Promotion written by Chris Hackley and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-27 with Business & Economics categories.
Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.
Social Communication In Advertising
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Author : William Leiss
language : en
Publisher: Psychology Press
Release Date : 1990
Social Communication In Advertising written by William Leiss and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Business & Economics categories.
Now available in a significantly updated second edition featuring two new chapters, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry; popular culture; and the mass media which manages the constellation of images that unifies all three.