Advertising theory
by Rodgers, Shelly Thorson, Esther
<P><EM>Advertising Theory</EM> 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 concre…
Read More ↓Title Statements
- Full title :Advertising theory / edited by Shelly Rodgers and Esther Thorson.
Summary
<P><EM>Advertising Theory</EM> 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. </P><P.
Read More ↓Edition Statements
- Publication Date:2012.
- Edition:1st ed
Publication Statements
- Publisher(s):Routledge
- Place of Publication:New York, N.Y
- Language:eng
- Publication Date:2012.
Notes
Description based upon print version of record.
PART VIII The Future of Advertising Theories.
The Physical Object
- Description:1 online resource (649 p.).
Edition Identifiers
- ISBN:1283461781, 9781283461788, 9786613461780, 6613461784, 1136514872, 9781136514876, 0203149548, 9780203149546
- DOI:10.4324/9780203149546
- oclc:on1290112727
- LC Classification:HF5821
- Dewey Decimal:659.101
Table of 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 …
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