Rethinking advertising as paratextual communication:
"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...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, UK ; Northampton, MA, USA
Edward Elgar Publishing
[2023]
|
| Schlagworte: | |
| Zusammenfassung: | "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"-- |
| Beschreibung: | v, 149 Seiten 22 cm |
| ISBN: | 9781800882614 9781035312139 |
Internformat
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Datensatz im Suchindex
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| discipline | Allgemeines Wirtschaftswissenschaften |
| discipline_str_mv | Allgemeines Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV048311375 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T20:09:37Z |
| indexdate | 2024-07-10T09:34:57Z |
| institution | BVB |
| isbn | 9781800882614 9781035312139 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033690943 |
| oclc_num | 1339057194 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-11 DE-M347 |
| owner_facet | DE-355 DE-BY-UBR DE-11 DE-M347 |
| physical | v, 149 Seiten 22 cm |
| publishDate | 2023 |
| publishDateSearch | 2023 |
| publishDateSort | 2023 |
| publisher | Edward Elgar Publishing |
| record_format | marc |
| spelling | Hackley, Chris Verfasser (DE-588)141768525 aut Rethinking advertising as paratextual communication Chris Hackley (Professor of Marketing, Royal Holloway University of London, UK), Rungpaka Amy Hackley (Senior Lecturer in Marketing, Birkbeck University of London, UK) Cheltenham, UK ; Northampton, MA, USA Edward Elgar Publishing [2023] v, 149 Seiten 22 cm txt rdacontent n rdamedia nc rdacarrier "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"-- Werbesprache (DE-588)4065535-0 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf Advertising / Language Branding (Marketing) / Language Werbesprache (DE-588)4065535-0 s Massenmedien (DE-588)4037877-9 s DE-604 Hackley, Rungpaka Amy Verfasser (DE-588)134257901 aut Erscheint auch als Online-Ausgabe 978-1-80088-262-1 |
| spellingShingle | Hackley, Chris Hackley, Rungpaka Amy Rethinking advertising as paratextual communication Werbesprache (DE-588)4065535-0 gnd Massenmedien (DE-588)4037877-9 gnd |
| subject_GND | (DE-588)4065535-0 (DE-588)4037877-9 |
| title | Rethinking advertising as paratextual communication |
| title_auth | Rethinking advertising as paratextual communication |
| title_exact_search | Rethinking advertising as paratextual communication |
| title_exact_search_txtP | Rethinking advertising as paratextual communication |
| title_full | Rethinking advertising as paratextual communication Chris Hackley (Professor of Marketing, Royal Holloway University of London, UK), Rungpaka Amy Hackley (Senior Lecturer in Marketing, Birkbeck University of London, UK) |
| title_fullStr | Rethinking advertising as paratextual communication Chris Hackley (Professor of Marketing, Royal Holloway University of London, UK), Rungpaka Amy Hackley (Senior Lecturer in Marketing, Birkbeck University of London, UK) |
| title_full_unstemmed | Rethinking advertising as paratextual communication Chris Hackley (Professor of Marketing, Royal Holloway University of London, UK), Rungpaka Amy Hackley (Senior Lecturer in Marketing, Birkbeck University of London, UK) |
| title_short | Rethinking advertising as paratextual communication |
| title_sort | rethinking advertising as paratextual communication |
| topic | Werbesprache (DE-588)4065535-0 gnd Massenmedien (DE-588)4037877-9 gnd |
| topic_facet | Werbesprache Massenmedien |
| work_keys_str_mv | AT hackleychris rethinkingadvertisingasparatextualcommunication AT hackleyrungpakaamy rethinkingadvertisingasparatextualcommunication |