Innovation in Advertising and Branding Communication

Buch | Softcover

176 Seiten

2022
Routledge (Verlag)
978-0-367-56198-7 (ISBN)

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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.

The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.

Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

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.

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

Erscheinungsdatum	13.07.2022
Reihe/Serie	Routledge Research in Communication Studies
Zusatzinfo	6 Tables, black and white; 7 Line drawings, black and white; 9 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	152 x 229 mm
Gewicht	420 g
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
	Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-367-56198-0 / 0367561980
ISBN-13	978-0-367-56198-7 / 9780367561987
Zustand	Neuware