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Books > Reference & Interdisciplinary > Communication studies
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Rethinking Advertising as Paratextual Communication (Hardcover)
Loot Price: R2,500
Discovery Miles 25 000
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Rethinking Advertising as Paratextual Communication (Hardcover)
Series: Rethinking Business and Management series
Expected to ship within 12 - 19 working days
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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.
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