000			03088cam a2200409 i 4500
001			22408827
003			CSPC
005			20250516141809.0
008			220202s2022 enk b 001 0 eng d
010			_a 2022932134
015			_aGBC235501 _2bnb
016	7		_a020501451 _2Uk
020			_a9781035312139 _qpaperback
035			_a(OCoLC)on1274200378
040			_aYDX _beng _erda _cYDX _dBDX _dUKMGB _dOCLCO _dOCLCF _dYDX _dDLC _dCSPC
042			_alccopycat
050	0	0	_aHF5821 _b.H26 2022
082	0	4	_a659.104 _bH116r _223/eng/20220516
100	1		_aHackley, Christopher E., _eauthor.
245	1	0	_aRethinking advertising as paratextual communication / _cChris Hackley and Rungpaka Amy Hackley.
264		1	_aCheltenham, UK ; _aNorthampton, MA, USA : _bEdward Elgar Publishing, _c2022.
300			_av, 149 pages ; _c22 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aAdvertising 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.
520			_a"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"-- _cProvided by publisher.
650		0	_aAdvertising _xLanguage.
650		0	_aBranding (Marketing) _xLanguage.
650		7	_aAdvertising _xLanguage. _2fast _0(OCoLC)fst00797675
700	1		_aHackley, Rungpaka Amy, _eauthor.
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2ddc _cBK _e23 _h659.104 _iH116r _kCIR _m2022 _n0
999			_c29575 _d29575