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    Advertising at the threshold: paratextual promotion in the era of media convergence

    Hackley, C. and Hackley, Amy Rungpaka (2019) Advertising at the threshold: paratextual promotion in the era of media convergence. Marketing Theory 19 (2), pp. 195-215. ISSN 1470-5931.

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    In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV ‘pods’, brand blogs, shareable video, programmatic advertising, ‘native’ advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this article, we draw on Genette’s theory of transtextuality to reframe this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice.


    Item Type: Article
    Keyword(s) / Subject(s): Advertising, critical analysis, ideology, literary analysis, paratexts
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Rungpaka Amy Hackley
    Date Deposited: 16 Jan 2019 16:26
    Last Modified: 02 Aug 2023 17:47


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