Innovation in Advertising and Branding Communication (Routledge Research in Communication Studies) - Softcover

Book 12 of 14: Routledge Research in Communication Studies
 
9780367561987: Innovation in Advertising and Branding Communication (Routledge Research in Communication Studies)
Softcover
ISBN 10: 0367561980 ISBN 13: 9780367561987
Publisher: Routledge, 2022

Synopsis

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

"synopsis" may belong to another edition of this title.

About the Author

Lluís Mas-Manchón, Ph.D. in Audiovisual Communication and Advertising with honors (UAB, Spain) and awarded (CAC, 2011), is a professor in the Communication Department at Pompeu Fabra University (Barcelona, Spain). His main research interests are sound branding, advertising, digital media and political marketing. He has published over 30 papers in journals in different areas. His work applies quantitative, qualitative and psychophysiological measures in both lab and field studies and experiments. Lluís Mas has been the coordinator of the "Communication, Advertising and Society" research group (CAS, UPF, www.upf.cas.edu) and has formerly chaired the Advertising Research ECREA TWG.

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2022
Language
English
ISBN 10 
0367561980
ISBN 13 
9780367561987
Binding
Paperback
Edition number
1
Number of pages
194
Editor
Mas-Manchón Lluís

Other Popular Editions of the Same Title

9780367443641: Innovation in Advertising and Branding Communication (Routledge Research in Communication Studies)

Featured Edition

ISBN 10:  0367443643 ISBN 13:  9780367443641
Publisher: Routledge, 2020
Hardcover