Advertising theory

by Rodgers, Shelly, (Shelly Lannette) Thorson, Esther

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Title Statements

Full title :Advertising theory / edited by Shelly Rodgers and Esther Thorson.

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 a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory -- and across advertising contexts -- both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.

Edition Statements

Publication Date:2012.

Publication Statements

Publisher(s):Routledge
Place of Publication:New York
Language:eng
Publication Date:2012.

The Physical Object

Description:xxix, 614 pages : : illustrations ; : 24 cm

Edition Identifiers

ISBN:9780415886611, 0415886619, 9780415886628, 0415886627, 9780203149546, 0203149548
oclc:ocn671700631
LC Classification:HF5821
Dewey Decimal:659.101

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 -- Embodied motivated cognition: a theoretical framework for studying dynamic mental processes underlying advertising exposure / by Paul Bolls, Kevin Wise, and Samuel 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…