Advertising Theory is a comprehensive text that draws on current research and practices in advertising theory by introducing key concepts, models, theories, conflicts, and issues for individuals interested in this area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast,
Advertising Theory is a comprehensive text that draws on current research and practices in advertising theory by introducing key concepts, models, theories, conflicts, and issues for individuals interested in this area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast,
Shelly Rodgers is Professor of Strategic Communication and William T. Kemper Fellow, Missouri School of Journalism. Supported by more than $25 million in federal and state grants, her research includes psychological processing of digital health advertising. She is a Past President of the American Academy of Advertising (2010). Esther Thorson is Professor of Journalism and Associate Dean for Graduate Studies, Michigan State University. She publishes extensively on advertising message effects and is one of the most cited scholars in advertising. She is a Fellow of the American Academy of Advertising and International Communication Association.
Inhaltsangabe
Part 1: Perspectives on Advertising and Advertising Theories 1. What does "Theories of Advertising" Mean? An Update 2. Coloring Outside the Lines: Suggestions for the Future of Advertising Theory 3. Agency Practitioners' Theories about Advertising: New Directions Part 2: Psychological Processes in Response to Advertisements 4. Psychological Transportation in Narrative Advertising 5. Role of Technology in Online Persuasion: A MAIN Model Perspective 6. Role of Emotion in Advertising 7. Managing Advertising in Non-Traditional Environments: A Message Processing Framework 8. The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017) 9: Involvement Part 3: Audiences and Roles in Advertising 10. A Theory of Advertising to Children 11. Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business 12. Depictions of Gender Roles in Advertising Part 5: Creativity and Advertising 13. Creativity and Ad Theory 14. A Rhetorical Theory of the Advertisement 15: Creativity and Risk Theories of Advertising Part 5: Different Types of Advertising Messages 16. A Review of Native Advertising 17. Narrative Advertisements and Narrative Processing 18. Political Advertising 19. Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity Part 6: Media and Media Devices 20. Mobile Advertising: Current and Future Research Directions 21. In-Game Advertising and Advergames: A 15-Year Review 22. Social Media and Advertising Theory 23. Digital Video Advertising Part 7: Organizations 24. Toward a Social Ecology of Advertising 25. "If It Fits..." The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives 26. Brand Concepts and Advertising Part 8: Contexts of Advertising 27. How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process 28. Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017 29. Theories about Health and Advertising 30. Ethics and Advertising Theory 31. Theory and Law
Part 1: Perspectives on Advertising and Advertising Theories 1. What does "Theories of Advertising" Mean? An Update 2. Coloring Outside the Lines: Suggestions for the Future of Advertising Theory 3. Agency Practitioners' Theories about Advertising: New Directions Part 2: Psychological Processes in Response to Advertisements 4. Psychological Transportation in Narrative Advertising 5. Role of Technology in Online Persuasion: A MAIN Model Perspective 6. Role of Emotion in Advertising 7. Managing Advertising in Non-Traditional Environments: A Message Processing Framework 8. The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017) 9: Involvement Part 3: Audiences and Roles in Advertising 10. A Theory of Advertising to Children 11. Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business 12. Depictions of Gender Roles in Advertising Part 5: Creativity and Advertising 13. Creativity and Ad Theory 14. A Rhetorical Theory of the Advertisement 15: Creativity and Risk Theories of Advertising Part 5: Different Types of Advertising Messages 16. A Review of Native Advertising 17. Narrative Advertisements and Narrative Processing 18. Political Advertising 19. Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity Part 6: Media and Media Devices 20. Mobile Advertising: Current and Future Research Directions 21. In-Game Advertising and Advergames: A 15-Year Review 22. Social Media and Advertising Theory 23. Digital Video Advertising Part 7: Organizations 24. Toward a Social Ecology of Advertising 25. "If It Fits..." The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives 26. Brand Concepts and Advertising Part 8: Contexts of Advertising 27. How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process 28. Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017 29. Theories about Health and Advertising 30. Ethics and Advertising Theory 31. Theory and Law
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