简介
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.
目录
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
Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam 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
How advertising works within a cultural context : theories and framework informing the process / by Carrie La Ferle and Wei-Na Lee
The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham
Different types of advertising messages
Creativity and ad theory / by Sheila L. Sasser and Scott Koslow
Creativity and risk theories of advertising by douglas c. west, university of london
A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips
Narrative advertisements and narrative processing / by ChingChing Chang
Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps
Direct-to-consumer advertising of prescription drugs : (Feiyue. How to save the:
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
Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam 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
How advertising works within a cultural context : theories and framework informing the process / by Carrie La Ferle and Wei-Na Lee
The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham
Different types of advertising messages
Creativity and ad theory / by Sheila L. Sasser and Scott Koslow
Creativity and risk theories of advertising by douglas c. west, university of london
A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips
Narrative advertisements and narrative processing / by ChingChing Chang
Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps
Direct-to-consumer advertising of prescription drugs : (Feiyue. How to save the:
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