Advertising Theory

Summary

Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.

This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

Table of Contents

Part 1: Perspectives on Advertising and Advertising Theories

1: What does "Theories of Advertising" Mean? An Update

Shelly Rodgers, Esther Thorson

2: Coloring Outside the Lines: Suggestions for the Future of Advertising Theory

Brittany R. L. Duff, Ronald J. Faber, Xiaoli Nan

3: Agency Practitioners' Theories about Advertising: New Directions

Gergely Nyilasy, Leonard N. Reid

4: Psychological Transportation in Narrative Advertising

Lu Zheng, Joseph E. Phelps, Daniel Pimentel

5: Role of Technology in Online Persuasion: A MAIN Model Perspective

S. Shyam Sundar, Qian Xu, Xue Dou

6: Role of Emotion in Advertising

Jon D. Morris

7: Managing Advertising in Non-Traditional Environments: A Message Processing Framework

Rick T. Wilson, Brian D. Till

8: The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017)

Chang-Dae Ham, Michelle R. Nelson

9: Involvement

Eric Haley

10: A Theory of Advertising to Children

Russell N. Laczniak, Les Carlson

11: Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business

Charles R. Taylor, Shintaro Okazaki, Barbara Mueller

12: Depictions of Gender Roles in Advertising

Martin Eisend, Nathalie Dens, Patrick De Pelsmacker

13: Creativity and Ad Theory

Sheila L. Sasser, Scott Koslow

14: A Rhetorical Theory of the Advertisement

Edward F. McQuarrie, Barbara J. Phillips

15: Creativity and Risk Theories of Advertising

Douglas C. West

16: A Review of Native Advertising

Lawrence J. Marks, Pamela E. Grimm, Colin Campbell

17: Narrative Advertisements and Narrative Processing

Chingching Chang

18: Political Advertising

Marjolein Moorman, Peter Neijens, Denise Harr

19: Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity

Kim Bartel Sheehan

20: Mobile Advertising: Current and Future Research Directions

Shintaro Okazaki, Takami Tagashira

21: In-Game Advertising and Advergames: A 15-Year Review

Seounmi Youn

22: Social Media and Advertising Theory

Harsha Gangadharbatla

23: Digital Video Advertising

Soojung Kim, Joonghwa Lee, Jisu Huh

24: Toward a Social Ecology of Advertising

Christine Wright-Isak

25: "If It Fits…" The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives

Amanda B. Bower, Stacy Landreth Grau

26: Brand Concepts and Advertising

Jameson L. Hayes, Dean M. Krugman

27: How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process

Carrie La Ferle, Wei-Na Lee

28: Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017

Sally J. McMillan

29: Theories about Health and Advertising

Joyce M. Wolburg

30: Ethics and Advertising Theory

Minette E. Drumwright

31: Theory and Law

Jef I. Richards

Editor(s) Bio

Shelly Rodgers is Professor of Strategic Communication and William T. Kemper Fellow, Missouri School of Journalism. Supported by more than $25 million in federal and state grants, her research includes psychological processing of digital health advertising. She is a Past President of the American Academy of Advertising (2010).

Esther Thorson is Professor of Journalism and Associate Dean for Graduate Studies, Michigan State University. She publishes extensively on advertising message effects and is one of the most cited scholars in advertising. She is a Fellow of the American Academy of Advertising and International Communication Association.