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| Titre : | Advertising Theory | | Type de document : | texte imprimé | | Auteurs : | Shelly Rodgers, Auteur ; esther Thorson, Auteur | | Mention d'édition : | 2nd ed | | Editeur : | Routledge | | Année de publication : | 2019 | | Importance : | 548 P | | Format : | 24 cm | | ISBN/ISSN/EAN : | 978-0-8153-8250-8 | | Langues : | Anglais | | Index. décimale : | 659 Publicité et relations publiques | | Résumé : | 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. | | Note de contenu : | Part 1: Perspectives on Advertising and Advertising Theories
1: What does "Theories of Advertising" Mean? An Update
Shelly Rodgers, Esther Thorson
2: Coloring Outside the Lines: Suggestions for the Future of Advertising Theory
Brittany R. L. Duff, Ronald J. Faber, Xiaoli Nan
3: Agency Practitioners' Theories about Advertising: New Directions
Gergely Nyilasy, Leonard N. Reid
Part 2: Psychological Processes in Response to Advertisements
4: Psychological Transportation in Narrative Advertising
Lu Zheng, Joseph E. Phelps, Daniel Pimentel
5: Role of Technology in Online Persuasion: A MAIN Model Perspective
S. Shyam Sundar, Qian Xu, Xue Dou
6: Role of Emotion in Advertising
Jon D. Morris
7: Managing Advertising in Non-Traditional Environments: A Message Processing Framework
Rick T. Wilson, Brian D. Till
8: The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017)
Chang-Dae Ham, Michelle R. Nelson
9: Involvement
Eric Haley
Part 3: Audiences and Roles in Advertising
10: A Theory of Advertising to Children
Russell N. Laczniak, Les Carlson
11: Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business
Charles R. Taylor, Shintaro Okazaki, Barbara Mueller
12: Depictions of Gender Roles in Advertising
Martin Eisend, Nathalie Dens, Patrick De Pelsmacker
Part 4: Creativity and Advertising
13: Creativity and Ad Theory
Sheila L. Sasser, Scott Koslow
14: A Rhetorical Theory of the Advertisement
Edward F. McQuarrie, Barbara J. Phillips
15: Creativity and Risk Theories of Advertising
Douglas C. West
Part 5: Different Types of Advertising Messages
16: A Review of Native Advertising
Lawrence J. Marks, Pamela E. Grimm, Colin Campbell
17: Narrative Advertisements and Narrative Processing
Chingching Chang
18: Political Advertising
Marjolein Moorman, Peter Neijens, Denise Harr
19: Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity
Kim Bartel Sheehan
Part 6: Media and Media Devices
20: Mobile Advertising: Current and Future Research Directions
Shintaro Okazaki, Takami Tagashira
21: In-Game Advertising and Advergames: A 15-Year Review
Seounmi Youn
22: Social Media and Advertising Theory
Harsha Gangadharbatla
23: Digital Video Advertising
Soojung Kim, Joonghwa Lee, Jisu Huh
Part 7: Organizations
24: Toward a Social Ecology of Advertising
Christine Wright-Isak
25: "If It Fits…" The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives
Amanda B. Bower, Stacy Landreth Grau
26: Brand Concepts and Advertising
Jameson L. Hayes, Dean M. Krugman
Part 8: Contexts of Advertising
27: How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process
Carrie La Ferle, Wei-Na Lee
28: Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017
Sally J. McMillan
29: Theories about Health and Advertising
Joyce M. Wolburg
30: Ethics and Advertising Theory
Minette E. Drumwright
31: Theory and Law |
Advertising Theory [texte imprimé] / Shelly Rodgers, Auteur ; esther Thorson, Auteur . - 2nd ed . - New york : Routledge, 2019 . - 548 P ; 24 cm. ISBN : 978-0-8153-8250-8 Langues : Anglais | Index. décimale : | 659 Publicité et relations publiques | | Résumé : | 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. | | Note de contenu : | Part 1: Perspectives on Advertising and Advertising Theories
1: What does "Theories of Advertising" Mean? An Update
Shelly Rodgers, Esther Thorson
2: Coloring Outside the Lines: Suggestions for the Future of Advertising Theory
Brittany R. L. Duff, Ronald J. Faber, Xiaoli Nan
3: Agency Practitioners' Theories about Advertising: New Directions
Gergely Nyilasy, Leonard N. Reid
Part 2: Psychological Processes in Response to Advertisements
4: Psychological Transportation in Narrative Advertising
Lu Zheng, Joseph E. Phelps, Daniel Pimentel
5: Role of Technology in Online Persuasion: A MAIN Model Perspective
S. Shyam Sundar, Qian Xu, Xue Dou
6: Role of Emotion in Advertising
Jon D. Morris
7: Managing Advertising in Non-Traditional Environments: A Message Processing Framework
Rick T. Wilson, Brian D. Till
8: The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017)
Chang-Dae Ham, Michelle R. Nelson
9: Involvement
Eric Haley
Part 3: Audiences and Roles in Advertising
10: A Theory of Advertising to Children
Russell N. Laczniak, Les Carlson
11: Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business
Charles R. Taylor, Shintaro Okazaki, Barbara Mueller
12: Depictions of Gender Roles in Advertising
Martin Eisend, Nathalie Dens, Patrick De Pelsmacker
Part 4: Creativity and Advertising
13: Creativity and Ad Theory
Sheila L. Sasser, Scott Koslow
14: A Rhetorical Theory of the Advertisement
Edward F. McQuarrie, Barbara J. Phillips
15: Creativity and Risk Theories of Advertising
Douglas C. West
Part 5: Different Types of Advertising Messages
16: A Review of Native Advertising
Lawrence J. Marks, Pamela E. Grimm, Colin Campbell
17: Narrative Advertisements and Narrative Processing
Chingching Chang
18: Political Advertising
Marjolein Moorman, Peter Neijens, Denise Harr
19: Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity
Kim Bartel Sheehan
Part 6: Media and Media Devices
20: Mobile Advertising: Current and Future Research Directions
Shintaro Okazaki, Takami Tagashira
21: In-Game Advertising and Advergames: A 15-Year Review
Seounmi Youn
22: Social Media and Advertising Theory
Harsha Gangadharbatla
23: Digital Video Advertising
Soojung Kim, Joonghwa Lee, Jisu Huh
Part 7: Organizations
24: Toward a Social Ecology of Advertising
Christine Wright-Isak
25: "If It Fits…" The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives
Amanda B. Bower, Stacy Landreth Grau
26: Brand Concepts and Advertising
Jameson L. Hayes, Dean M. Krugman
Part 8: Contexts of Advertising
27: How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process
Carrie La Ferle, Wei-Na Lee
28: Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017
Sally J. McMillan
29: Theories about Health and Advertising
Joyce M. Wolburg
30: Ethics and Advertising Theory
Minette E. Drumwright
31: Theory and Law |
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