Rethinking Advertising as Paratextual Communication
Published on 3. January 2023
Book
Paperback/Softback
160 pages
978-1-0353-1213-9 (ISBN)
Description
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.
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.
Reviews / Votes
'Rethinking Advertising as Paratextual Communication by Chris Hackley and Rungpaka Amy Hackley is that remarkable and rare book that compromises in neither theoretical sophistication nor contemporary practical relevance. It will delight those looking for new practical tools or "cool" examples to learn from. The book's real gift is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours. Buy this book.' -- Henri Weijo, Aalto University School of Business, Finland 'People generally believe persuasion requires focused attention, something which is more difficult for advertising in the current age. However, high attention is only one way to consume an ad. The Hackley's have hashed out the paratextual one, a way to consume advertising that is more inclusive of the collection of texts of which the ad is a member. It makes for a fascinating read of how consumers draw cultural meaning from advertising texts and paratexts.' -- Tom van Laer, The University of Sydney, Australia 'Innovative, exemplary, outstanding, Hackley and Hackley are the Rolls and Royce, the Moet and Chandon, the Dolce and Gabbana of paratextual communication. Their book's an investment you can't afford to ignore.' -- Stephen Brown, Ulster University, UKMore details
Series
Language
English
Place of publication
Cheltenham
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 216 mm
Width: 138 mm
ISBN-13
978-1-0353-1213-9 (9781035312139)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Chris Hackley, Professor of Marketing, Department of Marketing, School of Business and Management, Royal Holloway University of London and Rungpaka Amy Hackley, Senior Lecturer in Marketing, Birkbeck University of London, UK
Content
Contents: 1. Advertising as paratextual communication 2. Reading advertising 3. Understanding advertisements as social texts 4. Paratexts and the meaning of the brand 5. How does advertising 'work'? 6. Storytelling and paratextual advertising 7. Paratextual advertising strategy 8. Paratextual advertising and the future Index