Innovation in Advertising and Branding Communication

ISBN-13: 9780367443641 / Angielski / Twarda / 2020 / 176 str.

Lluís Mas-Manchón

Opis

This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices.

Spis treści

Introduction  1. Snapshot and insights on theories, methods and topics in branding and advertising research  2. Communicating Brand Personality: Research, Challenges, and Opportunities  3. Branded content: practices and governance  4. Audio design in branding and advertising  5.Social Robots as a brand strategy  6.Body image in advertising messages  7. Effect of exposure to sexual appeals in print advertisements on attention, memory, attitude, and purchase intention  8.Self-exposure in social media. Teenagers' transmedia practices for the construction of a personal brand  9. Fanadvertising and prosumer the new trend in Television Series

O autorze

Lluís Mas-Manchón, Ph.D. in Audiovisual Communication and Advertising with honors (UAB, Spain) and awarded (CAC, 2011), is a professor in the Communication Department at Pompeu Fabra University (Barcelona, Spain). His main research interests are sound branding, advertising, digital media and political marketing. He has published over 30 papers in journals in different areas. His work applies quantitative, qualitative and psychophysiological measures in both lab and field studies and experiments. Lluís Mas has been the coordinator of the "Communication, Advertising and Society" research group (CAS, UPF, www.upf.cas.edu) and has formerly chaired the Advertising Research ECREA TWG.