Advertising Theory (Routledge Communication Series) by Shelly Rodgers,Esther Thorson

By Shelly Rodgers,Esther Thorson

Advertising Theory presents precise and present explorations of key theories within the advertisements self-discipline. the amount provides a operating wisdom of the first theoretical methods of advertisements, supplying a entire synthesis of the significant literature within the quarter. Editors Shelly Rodgers and Esther Thorson have built this quantity as a discussion board within which to check, distinction, and overview ads theories in a finished and based presentation. Chapters offer concrete examples, case reports, and readings written via top ads students and educators.

Utilizing McGuire’s persuasion matrix because the structural version for every bankruptcy, the textual content bargains a much broader lens wherein to view the phenomenon of advertisements because it operates inside of numerous environments. inside every one quarter of ads conception – and throughout ads contexts – either conventional and non-traditional ways are addressed, together with digital word-of-mouth advertisements, user-generated ads, and social media ads contexts.

As a benchmark for the present kingdom of advertisements idea, this article will facilitate a deeper realizing for ads scholars, and should be required analyzing for ads conception coursework.

Show description

Read Online or Download Advertising Theory (Routledge Communication Series) PDF

Similar media studies books

Reading Ads Socially

This systematic and authoritative publication offers an unrivalled consultant to figuring out advert tradition. It exhibits how the good judgment of commodities permeates the methods we expect approximately ourselves, our relations and our wishes. Richly illustrated and written with nice readability, it is going to be crucial examining for somebody attracted to advert tradition.

Neue Ansätze im Kulturmanagement: Theorie und Praxis (German Edition)

Der vorliegende Band versammelt neue Ansätze für ein modernes Kulturmanagement. Thematisiert werden leading edge Konzepte und Modelle der Kulturförderung und Kulturfinanzierung. Der Komplex Kulturentwicklungsplanung wird in shape einer Fallstudie vorgestellt. In den Beiträgen zum Benchmarking, training und Qualitätsmanagement geht es um neue Konzepte und Strategien am Beispiel der establishment Museum.

Storyworlds across Media: Toward a Media-Conscious Narratology (Frontiers of Narrative)

The proliferation of media and their ever-increasing position in our lifestyle has produced a powerful experience that realizing media—everything from oral storytelling, literary narrative, newspapers, and comics to radio, movie, television, and video games—is key to knowing the dynamics of tradition and society.

Generationen und Medienpädagogik: Annäherungen aus Theorie, Forschung und Praxis (Gesellschaft – Alter(n) – Medien) (German Edition)

Die Rede vom Generationendialog hat Hochkonjunktur. Das Postulat eines tiefgreifenden Wandels im Verhältnis der Generationen hat nicht allein dazu geführt, dass die Generationenthematik (wieder) Einzug in die erziehungswissenschaftlichen Diskursarenen gefunden hat, sondern zugleich umfangreiche Bemühungen zur Folge, in der sozial- wie medienpädagogischen Praxis das Miteinander der Generationen zu stärken.

Additional resources for Advertising Theory (Routledge Communication Series)

Example text

Download PDF sample

Rated 4.59 of 5 – based on 18 votes