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Advertising Theory.

Author: Shelly Rodgers; Esther Thorson
Publisher: Hoboken : Taylor & Francis, 2012.
Series: Routledge communication series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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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Genre/Form: Electronic books
Additional Physical Format: Print version:
Rodgers, Shelly.
Advertising Theory.
Hoboken : Taylor & Francis, ©2012
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Shelly Rodgers; Esther Thorson
ISBN: 9780203149546 0203149548
OCLC Number: 798533432
Notes: PART VIII The Future of Advertising Theories.
Description: 1 online resource (649 pages).
Contents: Advertising Theory; Copyright; Contents; Contributors; Foreword; Preface; Acknowledgments; PART I Perspectives on Advertising and Advertising Theory; Chapter 1 What Does "Theories of Advertising" Mean?; Chapter 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful; Chapter 3 Agency Practitioners' Theories about Advertising; PART II Psychological Processes in Response to Advertisements; Chapter 4 The Elaboration Likelihood Model: A 30-Year Review; Chapter 5 The Role of Emotion in Processing Advertising. Chapter 6 Theories of Emotion and Affect in Marketing CommunicationsChapter 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure; Chapter 8 Involvement; PART III Specific Audiences; Chapter 9 A Theory of Advertising to Children; Chapter 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business; Chapter 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process. Chapter 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising PersuasionPART IV Different Types of Advertising Messages; Chapter 13 Creativity and Ad Theory; Chapter 14 Creativity and Risk Theories of Advertising; Chapter 15 A Rhetorical Theory of the Advertisement; Chapter 16 Narrative Advertisements and Narrative Processing; Chapter 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model. Chapter 18 Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and ComplexityChapter 19 Theory Building for Online Health Product Advertising; Chapter 20 Political Advertising; PART V Media and Media Devices; Chapter 21 Media Analysis and Decision Making; Chapter 22 Managing Non-Traditional Advertising: A Message Processing Framework; Chapter 23 Role of Technology in Online Persuasion: A MAIN Model Perspective; Chapter 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions. Chapter 25 In-Game Advertising and Advergames: A Review of the Past Decade's ResearchChapter 26 Social Media and Advertising Theory; PART VI Organizations; Chapter 27 Toward a Social Ecology of Advertising; Chapter 28 Brand Concepts and Advertising; Chapter 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives; PART VII Contexts of Advertising; Chapter 30 Ethics and Advertising Theory; Chapter 31 Theory and Law; Chapter 32 Four Theories of How IMC Works; Chapter 33 Theories about Health and Advertising.
Series Title: Routledge communication series.

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 provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire'

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