03088cam a2200409 i 4500 22408827 CSPC 20250516141809.0 220202s2022 enk b 001 0 eng d 2022932134 GBC235501 bnb 020501451 Uk 9781035312139 paperback (OCoLC)on1274200378 YDX eng rda YDX BDX UKMGB OCLCO OCLCF YDX DLC CSPC lccopycat HF5821 .H26 2022 659.104 H116r 23/eng/20220516 Hackley, Christopher E., author. Rethinking advertising as paratextual communication / Chris Hackley and Rungpaka Amy Hackley. Cheltenham, UK ; Northampton, MA, USA : Edward Elgar Publishing, 2022. v, 149 pages ; 22 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier 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. Advertising Language. Branding (Marketing) Language. Advertising Language. fast (OCoLC)fst00797675 Hackley, Rungpaka Amy, author. 7 cbc copycat 2 ncip 20 y-gencatlg ddc BK 23 659.104 H116r CIR 2022 0 0 0 ddc 0 0 CSPC CSPC CIR 2025-05-14 0 CIR 659.104 H116r 2022 029589 2025-05-14 17:19:08 1-1 2025-05-14 BK 29575 29575