Advertising Theory

ISBN-13: 9780815382492 / Angielski / Twarda / 2019 / 548 str.

Shelly Rodgers; Esther Thorson

Opis

Advertising Theory is a comprehensive text that draws on current research and practices in advertising theory by introducing key concepts, models, theories, conflicts, and issues for individuals interested in this area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast,

Spis treści

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