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Advertising Theory Routledge Communication Series 2nd Edition by Shelly Rodgers, Esther Thorson 9780815382492 0815382499

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Advertising Theory 2nd Edition Shelly Rodgers (Editor) Digital Instant Download

Author(s): Shelly Rodgers (editor), Esther Thorson (editor)
ISBN(s): 9780815382492, 0815382499
Edition: 2
File Details: PDF, 48.56 MB
Year: 2019
Language: english
SKU: EB-10867076 Category: Tags: ,

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Product details:

ISBN 10: 0815382499

ISBN 13: 9780815382492

Author: Shelly Rodgers, Esther Thorson

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.

Table of contents:

Part I: Perspectives on Advertising and Advertising Theories
Chapter 1: Advertising Theory in the Digital Age
Chapter 2: Coloring Outside the Lines – Suggestions for the Future of Advertising Theory
Chapter 3: Agency Practitioners’ Theories about Advertising – New Directions

Part II: Psychological Processes in Response to Advertisements
Chapter 4: Psychological Transportation in Narrative Advertising
Chapter 5: The Role of Technology in Online Persuasion – A MAIN Model Perspective
Chapter 6: Theories of Emotion – Appeal, Engagement, and Empowerment in Marketing Communications
Chapter 7: Managing Advertising in Non-Traditional Environments – A Message Processing Framework
Chapter 8: The Reflexive Persuasion Game – The Persuasion Knowledge Model (1994–2017)
Chapter 9: Involvement

Part III: Audiences and Roles in Advertising
Chapter 10: A Theory of Advertising to Children
Chapter 11: Theory Advancement in International Advertising – Drawing on Theories from Strategic Management and International Business
Chapter 12: Gender Roles in Advertising

Part IV: Creativity and Advertising
Chapter 13: Creativity and Ad Theory
Chapter 14: A Rhetorical Theory of the Advertisement
Chapter 15: Creativity and Risk Theories of Advertising

Part V: Different Types of Advertising Messages
Chapter 16: A Review of Native Advertising
Chapter 17: Narrative Advertisements and Narrative Processing
Chapter 18: Political Advertising
Chapter 19: Direct-to-Consumer Advertising of Prescription Drugs – Consumers, Physicians, Messages, and Complexity

Part VI: Media and Media Devices
Chapter 20: Mobile Advertising – Current and Future Research Directions
Chapter 21: In-Game Advertising and Advergames – A 15-Year Review
Chapter 22: Social Media and Advertising Theory
Chapter 23: Digital Video Advertising

Part VII: Organizations
Chapter 24: Toward a Social Ecology of Advertising
Chapter 25: “If It Fits . . .” – The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives
Chapter 26: Brand Concepts and Advertising

Part VIII: Contexts of Advertising
Chapter 27: How Advertising Works Within a Cultural Context – Theories and Frameworks Informing the Process
Chapter 28: Interactive Advertising – Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002–2017
Chapter 29: Theories about Health and Advertising
Chapter 30: Ethics and Advertising Theory
Chapter 31: Theory and Law

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