Advertising Theory

Shelly Rodgers, Esther Thorson (Herausgeber)

Buch | Hardcover

618 Seiten

2012
Routledge (Verlag)
978-0-415-88661-1 (ISBN)

Infos

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. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators.


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.


As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.

Autor

SHELLY RODGERS is Associate Professor of Strategic Communication at the Missouri School of Journalism. Her research focuses on advertising, health communication, and new technology. She is Past President of the American Academy of Advertising. ESTHER THORSON is Associate Dean for Graduate Studies and Research and Director of Research for the Donald W. Reynolds Journalism Institute. She has more than 100 publications on advertising, media economics, and health communication. She is a Fellow of the American Academy of Advertising.

Inhalt

Part I: Perspectives on Advertising and Advertising Theory


Part II: Psychological Processes in Response to Advertisements


Part III: Specific Audiences


Part IV: Different Types of Advertising Messages


Part V: Media and Media Devices


Part VI: Organizations


Part VII: Contexts of Advertising


Part VIII: The Future of Advertising Theories

Produkt-Details

• Reihe/Serie: Routledge Communication Series
• Zusatzinfo: 10 Tables, black and white
• Verlagsort: London
• Sprache: englisch
• Maße: 152 x 229 mm
• Gewicht: 960 g
• Themenwelt: Geisteswissenschaften ► Geschichte
• Themenwelt: Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Journalistik
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Volkswirtschaftslehre
• ISBN-10: 0-415-88661-9 / 0415886619
• ISBN-13: 978-0-415-88661-1 / 9780415886611
• Zustand: Neuware