The Psychology of Entertainment Media (eBook, ePUB)

Blurring the Lines Between Entertainment and Persuasion
Redaktion: Shrum, L. J.

• Format: ePub

Produktbeschreibung

In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 364
• Erscheinungstermin: 27. April 2012
• Englisch
• ISBN-13: 9781136809347
• Artikelnr.: 38278575

Autorenporträt

L. J. Shrum is Professor and Chair of Marketing at the University of Texas at San Antonio. He received his PhD from the University of Illinois in Communication and his MS in Advertising. He is Past President of the Society for Consumer Psychology. His current research focuses on the multiple roles of the self in consumer judgment.

Inhaltsangabe

L. J. Shrum
What's So Special About Entertainment Media and Why Do We Need a Psychology For It?: An Introduction to The Psychology of Entertainment Media. Part 1. Embedding Promotions within Entertainment Media: Product Placement Effects and How They Work.J. A. McCarty
T. M. Lowrey
Product Integration: Current Practices and New Directions. E. Cowley
As a Backdrop
Part of the Plot
or a Goal in a Game: The Ubiquitous Product Placement. L. Owen
H. Hang
S. Auty
C. Lewis
Children's Processing of Embedded Brand Messages: Product Placement and the Role of Conceptual Fluency. M. R. Nelson
M. K. J. Waiguny
Psychological Processing of In-Game Advertising and Advergaming: Branded Entertainment or Entertainment Persuasion?. Part 2. The Programs between the Ads: The Persuasive Power of Entertainment Media. L. J. Shrum
J. Lee
The Stories TV Tells:How Fictional TV Narratives Shape Normative Perceptions and Personal Values. J. Carpenter
M. C. Green
Flying With Icarus: Narrative Transportation and the Persuasiveness of Entertainment. K. E. Dill
M. C. R. Burgess
Seeing is Believing: Towards a Theory of Media Imagery and Social Learning (MISL). C. A. Russell
D. W. Russell
Alcohol Messages in Television Series: Content and Effects. E. Strahan
V. M. Buote
A. E. Wilson
Selling Beauty: The Hidden Cost to Women's Self-Worth
Relationships
and Behavior. J. A. Maier
D. A. Gentile
Learning Aggression through the Media: Comparing Psychological and Communication Approaches. G. Comstock
J. Powers
Paths from Television Violence to Aggression: Reinterpreting the Evidence.