Innovation in branding and advertising communication / edited by Mas-Manchón, Lluís

Contributor(s):

Mas-Manchón., Lluís [Editor]

Material type: Text

TextLanguage: English Publication details: New York, NY : Routledge, an imprint of the Taylor & Francis Group, 2021Description: 175 pages : illustrations (black and white) ; 24 cm.ISBN:

9780367443641

Subject(s):

Summary: This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques-from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.123 MAS (Browse shelf(Opens below))	1	Available		B03639

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Previous								Next
Previous	HF5415 KOT Principles of marketing	HF5415 PRI Foundations of marketing	HF5415 PRI Foundations of marketing	HF5415.123 MAS Innovation in branding and advertising communication	HF5415.1255 AAK Construir marcas poderosas	HF5415.1255 BEV Brand management : co-creating meaningful brands	HF5415.1255 CHA The new emerging market multinationals	Next

Snapshot and insights on theories, methods, and topics in branding and advertising research -- Communicating brand personality : research, challenges, and opportunities -- Branded content : practices and governance -- Audio design in branding and advertising -- Social robots as a brand strategy -- Body image in advertising messages : the influence of television advertising on the construction of children's body image -- Effectiveness of sexual appeals in print advertisements : a dynamic human-centric perspective -- Self-exposure in social media : teenagers' transmedia practices and skills for the construction of a personal brand -- Televertising strategies in the age of nonadvertising TV.

Includes bibliographical references and index.

This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques-from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics.