Innovation in branding and advertising communication /
edited by Lluís Mas-Manchón.
- 1 online resource : illustrations (black and white).
- Routledge research in communication studies .
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
9781003009276 1003009271 9781000198232 1000198235
10.4324/9781003009276 doi
Communication in marketing.
Branding (Marketing)
Brand name products.
Advertising.
BUSINESS & ECONOMICS / Advertising & Promotion
LANGUAGE ARTS & DISCIPLINES / Communication
SOCIAL SCIENCE / Media Studies
HF5415.123 / .I56 2021
658.802
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
9781003009276 1003009271 9781000198232 1000198235
10.4324/9781003009276 doi
Communication in marketing.
Branding (Marketing)
Brand name products.
Advertising.
BUSINESS & ECONOMICS / Advertising & Promotion
LANGUAGE ARTS & DISCIPLINES / Communication
SOCIAL SCIENCE / Media Studies
HF5415.123 / .I56 2021
658.802