Innovation in Advertising and Branding Communication

This book explores innovative and new aspects of branding and advertising communication, drawing on a broad range of theories, methods, and techniques from body image, identity, and mental imagery to self-exposure and LCM4P. It combines the perspectives of international scholars to establish new theoretical frameworks and propose new methodological designs for comprehensive studies in the field. The chapters present innovative approaches to branding and advertising research, such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.

Format: Paperback / softback
Length: 176 pages
Publication date: 01 August 2022
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the cutting-edge realms of branding and advertising communication, drawing upon a diverse array of theories, methodologies, and techniques. Spanning from body image and identity to mental imagery and self-exposure, it intersects with branding and advertising constructs and practices. The editor has assembled a team of international scholars to establish novel theoretical frameworks and propose innovative methodological approaches for conducting comprehensive studies in this field. Positioned at the crossroads of society, communication, and psychology, each chapter presents a fresh perspective on branding and advertising research. The book explores a range of captivating topics, including social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.

Innovation in Advertising and Branding Communication is an invaluable resource for scholars and professionals engaged in marketing communication, branding, advertising, online communication, sociology, social psychology, and linguistics. It offers a wealth of insights and perspectives that will enhance our understanding of the dynamic world of branding and advertising and contribute to the development of new theories and methodologies.

Weight: 360g
Dimension: 229 x 152 (mm)
ISBN-13: 9780367561987