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Advertising theory

Author: Shelly Rodgers; Esther Thorson
Publisher: New York, N.Y. : Routledge, 2012
Series: Routledge communication series
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Document Type: Book
All Authors / Contributors: Shelly Rodgers; Esther Thorson
ISBN: 9780415886611 9780415886628 9780203149546 0415886619 0415886627 0203149548
OCLC Number: 795285362
Notes: Includes bibliographical references and index.
Perspectives on advertising and advertising theory. What does "theories of advertising" mean? / by Esther Thorson and Shelly Rodgers. Coloring outside the lines : suggestions for making advertising theory more meaningful / by Ronald J. Faber, Brittany R. L. Duff, and Xiaoli Nan. Agency practitioners? : theories about advertising / by Gergely Nyilasy and Leonard N. Reid. Psychological processes in response to advertisements. The elaboration likelihood model : a thirty-year review / by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt. The role of emotion in processing advertising / by Larry Percy. Theories of emotion and affect in marketing communications / by Jon D. Morris. Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam Bradley. Involvement / by Eric Haley. Specific audiences. A theory of advertising to children / by Russell Laczniak and Les Carlson. Theory advancement in international advertising : drawing on theories from strategic management and international business / by Charles R. Taylor, Shintaro Okazaki. How advertising works within a cultural context : theories and framework informing the process / by Carrie La Ferle and Wei-Na Lee. The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham. Different types of advertising messages. Creativity and ad theory / by Sheila L. Sasser and Scott Koslow. Creativity and risk theories of advertising by douglas c. west, university of london. A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips. Narrative advertisements and narrative processing / by ChingChing Chang. Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps. Direct-to-consumer advertising of prescription drugs : consumers, physicians, messages an
Description: xxix, 614 s. : ill. ; 24 cm.
Contents: Perspectives on advertising and advertising theory --
What does "theories of advertising" mean? / by Esther Thorson and Shelly Rodgers --
Coloring outside the lines : suggestions for making advertising theory more meaningful / by Ronald J. Faber, Brittany R. L. Duff, and Xiaoli Nan --
Agency practitioners? : theories about advertising / by Gergely Nyilasy and Leonard N. Reid --
Psychological processes in response to advertisements --
The elaboration likelihood model : a thirty-year review / by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt --
The role of emotion in processing advertising / by Larry Percy --
Theories of emotion and affect in marketing communications / by Jon D. Morris --
Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam Bradley --
Involvement / by Eric Haley --
Specific audiences --
A theory of advertising to children / by Russell Laczniak and Les Carlson --
Theory advancement in international advertising : drawing on theories from strategic management and international business / by Charles R. Taylor, Shintaro Okazaki --
How advertising works within a cultural context : theories and framework informing the process / by Carrie La Ferle and Wei-Na Lee --
The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham --
Different types of advertising messages --
Creativity and ad theory / by Sheila L. Sasser and Scott Koslow --
Creativity and risk theories of advertising by douglas c. west, university of london --
A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips --
Narrative advertisements and narrative processing / by ChingChing Chang --
Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps --
Direct-to-consumer advertising of prescription drugs : consumers, physicians, messages an.
Series Title: Routledge communication series
Responsibility: edited by Shelly Rodgers and Esther Thorson
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Abstract:

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 in this text provide concrete examples, case studies, and readings...

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"Although seemingly impossible for a single text, Advertising Theory offers an excellent introduction to many current scholarly advertising domains... Highly recommended." - M.R. Hyman, CHOICE Read more...

 
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