Rethinking Advertising As Paratextual Communication - Couverture souple

Hackley, Chris; Hackley, Rungpaka A.

Couverture souple

ISBN 10 : 1035312131 ISBN 13 : 9781035312139

Editeur : Edward Elgar Publishing Ltd, 2023

Synopsis

Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts.

Chris Hackley and Rungpaka Amy Hackley draw on many examples of creative advertisements to illustrate the key features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines the idea of an advertisement as something that is read and interpreted as a text by an audience, drawing on some of the pioneering research literature that introduced literary forms of analysis into business, management and related fields of scholarship. The authors utilise ideas from literary theory to examine how advertising can be understood, as well as consider semiotic and anthropological perspectives on advertising and digital media.

Aiming to change the way advertising is understood by students, scholars, and by media and management professionals, this book will be a valuable resource for those with an interest in advertising and promotion, marketing, communication, business management, and branding.

A propos du livre

À propos de l?auteur

Chris Hackley, Professor of Marketing, Department of Marketing, School of Business and Management, Royal Holloway University of London and Rungpaka Amy Hackley, Senior Lecturer in Marketing, Birkbeck University of London, UK

Détails de l'édition

• Éditeur: Edward Elgar Publishing Ltd
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 1035312131
• ISBN 13: 9781035312139
• Reliure: Broché
• Nombre de pages: 160
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible