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Rethinking advertising as paratextual communication / Chris Hackley and Rungpaka Amy Hackley.

By: Contributor(s): Material type: TextTextPublisher: Cheltenham, UK ; Northampton, MA, USA : Edward Elgar Publishing, 2022Description: v, 149 pages ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781035312139
Subject(s): DDC classification:
  • 659.104 H116r 23/eng/20220516
LOC classification:
  • HF5821 .H26 2022
Contents:
Advertising as paratextual communication -- Reading advertising -- Understanding advertisements as a social texts -- Paratexts and the meaning of the brand -- How does advertising 'work'? -- Storytelling and paratextual advertising strategy -- Paratextual advertising and the future.
Summary: "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"-- Provided by publisher.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Circulation Section CIR 659.104 H116r 2022 (Browse shelf(Opens below)) 1-1 Available 029589

Includes bibliographical references and index.

Advertising as paratextual communication -- Reading advertising -- Understanding advertisements as a social texts -- Paratexts and the meaning of the brand -- How does advertising 'work'? -- Storytelling and paratextual advertising strategy -- Paratextual advertising and the future.

"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"-- Provided by publisher.

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