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    Rethinking advertising as paratextual communication

    Hackley, C. and Hackley, Amy Rungpaka (2022) Rethinking advertising as paratextual communication. Edward Elgar Publishing. ISBN 9781800882614.

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    Book synopsis: 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.


    Item Type: Book
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Rungpaka Amy Hackley
    Date Deposited: 11 Apr 2022 11:12
    Last Modified: 02 Aug 2023 18:14


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