Rethinking Advertising as Paratextual Communication. / Hackley, Chris; Hackley, Rungpaka Amy .

London : Edward Elgar, 2022. 160 p.

Research output: Book/ReportBook

Forthcoming

Standard

Rethinking Advertising as Paratextual Communication. / Hackley, Chris; Hackley, Rungpaka Amy .

London : Edward Elgar, 2022. 160 p.

Research output: Book/ReportBook

Harvard

Hackley, C & Hackley, RA 2022, Rethinking Advertising as Paratextual Communication. Edward Elgar, London.

APA

Hackley, C., & Hackley, R. A. (Accepted/In press). Rethinking Advertising as Paratextual Communication. Edward Elgar.

Vancouver

Hackley C, Hackley RA. Rethinking Advertising as Paratextual Communication. London: Edward Elgar, 2022. 160 p.

Author

Hackley, Chris ; Hackley, Rungpaka Amy . / Rethinking Advertising as Paratextual Communication. London : Edward Elgar, 2022. 160 p.

BibTeX

@book{cf5a965351db4b2ca9a20d2953863b13,
title = "Rethinking Advertising as Paratextual Communication",
abstract = "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.",
keywords = "Advertising, Literary theory, Textual Analysis, Paratext, Marketing Communication, Brands",
author = "Chris Hackley and Hackley, {Rungpaka Amy}",
year = "2021",
month = oct,
day = "1",
language = "English",
isbn = "978 1 80088 261 4",
publisher = "Edward Elgar",

}

RIS

TY - BOOK

T1 - Rethinking Advertising as Paratextual Communication

AU - Hackley, Chris

AU - Hackley, Rungpaka Amy

PY - 2021/10/1

Y1 - 2021/10/1

N2 - 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.

AB - 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.

KW - Advertising

KW - Literary theory

KW - Textual Analysis

KW - Paratext

KW - Marketing Communication

KW - Brands

UR - https://www.e-elgar.com/shop/gbp/rethinking-advertising-as-paratextual-communication-9781800882614.html

M3 - Book

SN - 978 1 80088 261 4

BT - Rethinking Advertising as Paratextual Communication

PB - Edward Elgar

CY - London

ER -