Innovation in branding and advertising communication / edited by Lluís Mas-Manchón.
Material type:
TextSeries: Publisher: New York : Routledge, 2021Copyright date: ©2021Description: 1 online resource : illustrations (black and white)Content type: text Media type: computer Carrier type: online resourceISBN: 9781003009276; 1003009271; 9781000198232; 1000198235Subject(s): Communication in marketing | Branding (Marketing) | Brand name products | Advertising | BUSINESS & ECONOMICS / Advertising & Promotion | LANGUAGE ARTS & DISCIPLINES / Communication | SOCIAL SCIENCE / Media StudiesDDC classification: 658.802 LOC classification: HF5415.123 | .I56 2021Online resources: Taylor & Francis | OCLC metadata license agreement Summary: 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
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
OCLC-licensed vendor bibliographic record.