| 000 | 02679nam a2200289Ia 4500 | ||
|---|---|---|---|
| 001 | 3081 | ||
| 008 | 230305s2021 xx 000 0 und d | ||
| 020 | _a9780367443641 | ||
| 040 | _cTBS | ||
| 041 | _aeng | ||
| 043 | _aen_UK | ||
| 245 | 0 |
_aInnovation in branding and advertising communication _c/ edited by Mas-Manchón, Lluís |
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| 260 | _aNew York, NY : Routledge, an imprint of the Taylor & Francis Group, 2021 | ||
| 300 | _a175 pages : illustrations (black and white) ; 24 cm. | ||
| 501 | _a 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. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _aThis 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. | ||
| 650 | 0 |
_aCommunication in marketing _92094 |
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| 650 | 0 |
_aBranding (Marketing) _96284 |
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| 650 | 0 |
_aBrand name products _92371 |
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| 650 | 0 |
_aAdvertising _92839 |
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| 700 |
_aMas-Manchón., Lluís _eEditor _912948 |
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| 905 | _am | ||
| 942 |
_a1 _2ddc |
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| 999 |
_c2937 _d2937 |
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