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OverviewFull Product DetailsAuthor: Shelly Rodgers (University of Missouri, USA) , Esther Thorson (Michigan State University, USA)Publisher: Taylor & Francis Ltd Imprint: Routledge Dimensions: Width: 15.20cm , Height: 3.00cm , Length: 22.90cm Weight: 0.932kg ISBN: 9780415886628ISBN 10: 0415886627 Pages: 618 Publication Date: 23 February 2012 Audience: College/higher education , Tertiary & Higher Education , Undergraduate Replaced By: 9780815382508 Format: Paperback Publisher's Status: Out of Print Availability: Awaiting stock  Table of ContentsPart I: Perspectives on Advertising and Advertising Theory Part II: Psychological Processes in Response to Advertisements Part III: Specific Audiences Part IV: Different Types of Advertising Messages Part V: Media and Media Devices Part VI: Organizations Part VII: Contexts of Advertising Part VIII: The Future of Advertising TheoriesReviewsAlthough seemingly impossible for a single text, Advertising Theory offers an excellent introduction to many current scholarly advertising domains... Highly recommended. - M.R. Hyman, CHOICE Magazine 'All in all, Rodgers and Thorson have done a great service to the field of advertising by compiling a comprehensive theoretical foundation that underpins messages, media, and other practical aspects in advertising. As a graduate student in a strategic media communication program, I find this book helpful in offering a wider lens through which I can recognize and reflect on the phenomena of advertising and strategic communications...Summing up, Advertising Theory is a highly recommended literature for upperdivision undergraduates through faculty and professional level. For advertising students, this is a handbook of the benchmark for the current state of advertising theory. For educators, the articles in this collection will help to accelerate students' understanding of key theories. For practitioners, this book can help to facilitate conversations revolving around the relationship among scholars, researchers, and advertising professionals. And for those who are seeking to learn the concepts but without substantial background in advertising, Advertising Theory serves as the perfect entry point to understanding the fundamentals of the growing discipline.' Jason Tham, Journalism & Mass Communication Quarterly Although seemingly impossible for a single text, Advertising Theory offers an excellent introduction to many current scholarly advertising domains... Highly recommended. - M.R. Hyman, CHOICE Magazine Author InformationSHELLY RODGERS is Associate Professor of Strategic Communication at the Missouri School of Journalism. Her research focuses on advertising, health communication, and new technology. She is Past President of the American Academy of Advertising. ESTHER THORSON is Associate Dean for Graduate Studies and Research and Director of Research for the Donald W. Reynolds Journalism Institute. She has more than 100 publications on advertising, media economics, and health communication. She is a Fellow of the American Academy of Advertising. Tab Content 6Author Website:Countries AvailableAll regions |
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