Rethinking Advertising as Paratextual Communication (Rethinking Business and Management series) - Hardcover

Hackley, Chris; Hackley, Rungpaka A.

Hardcover

ISBN 10: 1800882610 ISBN 13: 9781800882614

Publisher: Edward Elgar Publishing, 2022

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.

About this title

About the Author

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

Edition details

• Publisher: Edward Elgar Publishing
• Publication date: 2022
• Language: English
• ISBN 10: 1800882610
• ISBN 13: 9781800882614
• Binding: Hardcover
• Number of pages: 160