Transformative Advertising Research
Driving Positive Social Change and Well-Being
Will be published approx. on 16. June 2026
Book
Hardback
210 pages
978-1-0353-3944-0 (ISBN)
Description
This resourceful book examines Transformative Advertising Research as both a conceptual framework and an emerging subfield of advertising dedicated to enhancing well-being across individuals, institutions and society. Scholars from across the globe examine its origins, impact and offer future research directions for the field.
Contributors apply a transformative lens to a variety of research areas, including AI, brand activism, consumer resistance, aging, gender and race as they relate to advertising and media. Chapters explore both theoretical and practical examples of advertising being leveraged for societal improvement, such as the EASE framework to ethically leverage AI and the role of women leaders in changing the advertising landscape. By advancing theory and practice, this book serves to catalyze scholarship, transform advertising practice and act as a pedagogical resource for fostering well-being and positive social change among the next generation of researchers and practitioners.
Transformative Advertising Research is a crucial resource for scholars and students in advertising, communications, marketing and business and management. Educators and practitioners in the field will also benefit from the insights in this book.
Contributors apply a transformative lens to a variety of research areas, including AI, brand activism, consumer resistance, aging, gender and race as they relate to advertising and media. Chapters explore both theoretical and practical examples of advertising being leveraged for societal improvement, such as the EASE framework to ethically leverage AI and the role of women leaders in changing the advertising landscape. By advancing theory and practice, this book serves to catalyze scholarship, transform advertising practice and act as a pedagogical resource for fostering well-being and positive social change among the next generation of researchers and practitioners.
Transformative Advertising Research is a crucial resource for scholars and students in advertising, communications, marketing and business and management. Educators and practitioners in the field will also benefit from the insights in this book.
Reviews / Votes
'This book, edited by Linda Tuncay Zayer, includes perspectives from leaders in Transformative Advertising Research, a field that has entered a consequential era. It summarizes the latest knowledge on consumer well-being, sustainability, ethics, and other areas and provides a roadmap for conducting impactful advertising research. I highly recommend it.' -- Charles R. Taylor, Villanova University, USA 'This timely and thought-provoking volume provides a much-needed expansion of our understanding of how well-being outcomes can be fostered through the institution of advertising. It is a wonderful resource that will support future research and advertising practices that are beneficial at individual, community, and societal levels.' -- Eileen Fischer, York University, Canada 'Transformative Advertising Research is a new field focused on the role of advertising in fostering positive social change. This pioneering book defines the field by bringing together leading scholars doing cutting-edge research. This is a must-read book for anyone who wants to understand the nexus of advertising and wellbeing.' -- Julie L. Ozanne, University of Melbourne, AustraliaMore details
Series
Language
English
Place of publication
Cheltenham
United Kingdom
Target group
Professional and scholarly
College/higher education
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-1-0353-3944-0 (9781035339440)
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
Person
Edited by Linda Tuncay Zayer, Professor of Marketing and the John F. Smith Jr. Chair of Business Administration, Department of Marketing, Quinlan School of Business, Loyola University Chicago, USA
Content
Contents
1 Introduction: what is transformative advertising research?
Origins, impact and future directions 1
Linda Tuncay Zayer
2 Gender and discourses of aging in popular culture: informing
Transformative Advertising Research 15
Katherine Sredl, Julie Whiteman, Finola Kerrigan and Cagri Yalkin
3 The S.A.F.E framework: making digital marketing more
inclusive 30
Alex Baudet, Ela Veresiu and Marie-Agnes Parmentier
4 Shades of beauty: evolving representation in advertising 45
Jazmin Henry and Tonya Williams Bradford
5 Ethical AI for transformative advertising: the EASE
framework for responsible value co-creation 61
Jing Yang
6 The gender spectrum of advertising: typologies, tensions, and
transformative potential 78
Hossain Shahriar and Jacob Ostberg
7 Narratives past, present,and future: how women leaders
helped change the institution of advertising in Tuerkiye. 101
Guel Sener, Eda OEztuerk, Pinar Melis Yelsali Parmaksiz and
Julie Bilby
8 Brand activism: the risks and rewards of advertising for change 118
Helen Thompson-Whiteside
9 Market guardians? Rethinking advertising transformation
through audience resistance 133
Karen Middleton
10 Failure, fit, and femvertisements: the role of hypocrisy,
brand-cause fit, and message type on women's empowerment
and attitudes toward femvertisements 149
Sophia Mueller-Bryson and Kasey Windels
11 Transformative advertising research that impacts the lives
of women with positive health and well-being outcomes:
perspectives from India 167
Judith Fletcher-Brown, Priyanka Sharma and Rajesh Chandwani
Afterword: reflections on transformative advertising research 183
Catherine Coleman, Lauren Gurrieri and Linda Tuncay Zayer
1 Introduction: what is transformative advertising research?
Origins, impact and future directions 1
Linda Tuncay Zayer
2 Gender and discourses of aging in popular culture: informing
Transformative Advertising Research 15
Katherine Sredl, Julie Whiteman, Finola Kerrigan and Cagri Yalkin
3 The S.A.F.E framework: making digital marketing more
inclusive 30
Alex Baudet, Ela Veresiu and Marie-Agnes Parmentier
4 Shades of beauty: evolving representation in advertising 45
Jazmin Henry and Tonya Williams Bradford
5 Ethical AI for transformative advertising: the EASE
framework for responsible value co-creation 61
Jing Yang
6 The gender spectrum of advertising: typologies, tensions, and
transformative potential 78
Hossain Shahriar and Jacob Ostberg
7 Narratives past, present,and future: how women leaders
helped change the institution of advertising in Tuerkiye. 101
Guel Sener, Eda OEztuerk, Pinar Melis Yelsali Parmaksiz and
Julie Bilby
8 Brand activism: the risks and rewards of advertising for change 118
Helen Thompson-Whiteside
9 Market guardians? Rethinking advertising transformation
through audience resistance 133
Karen Middleton
10 Failure, fit, and femvertisements: the role of hypocrisy,
brand-cause fit, and message type on women's empowerment
and attitudes toward femvertisements 149
Sophia Mueller-Bryson and Kasey Windels
11 Transformative advertising research that impacts the lives
of women with positive health and well-being outcomes:
perspectives from India 167
Judith Fletcher-Brown, Priyanka Sharma and Rajesh Chandwani
Afterword: reflections on transformative advertising research 183
Catherine Coleman, Lauren Gurrieri and Linda Tuncay Zayer