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Innovation in branding and advertising communication

Record Type:	Electronic resources : Monograph/item
Title/Author:	Innovation in branding and advertising communicationedited by Lluús Mas-Manchón.
other author:	Mas Manchón, Lluús.
Published:	New York :Routledge,2021.
Description:	1 online resource (xvi, 175 p.) :ill.
Subject:	Communication in marketing.
Online resource:	https://www.taylorfrancis.com/books/9781003009276
ISBN:	9781003009276$q(ebook)

Innovation in branding and advertising communication
Innovation in branding and advertising communication[electronic resource] /edited by Lluús Mas-Manchón. - New York :Routledge,2021. - 1 online resource (xvi, 175 p.) :ill. - Routledge research in communication studies.

Includes bibliographical references.

This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designsto conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as 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 will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

ISBN: 9781003009276$q(ebook)Subjects--Topical Terms:

201651
Communication in marketing.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.123 / .I56 2021eb

Dewey Class. No.: 658.802

Innovation in branding and advertising communication
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245 0 0 $a Innovation in branding and advertising communication $h [electronic resource] / $c edited by Lluús Mas-Manchón.
260 $a New York : $b Routledge, $c 2021.
300 $a 1 online resource (xvi, 175 p.) : $b ill.
490 1 $a Routledge research in communication studies
504 $a Includes bibliographical references.
520 $a This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designsto conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as 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 will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
650 0 $a Communication in marketing. $3 201651
650 0 $a Branding (Marketing) $3 266407
650 0 $a Brand name products. $3 202795
650 0 $a Advertising. $3 191710
650 7 $a BUSINESS & ECONOMICS / Advertising & Promotion $2 bisacsh $3 564625
650 7 $a LANGUAGE ARTS & DISCIPLINES / Communication $2 bisacsh $3 974570
650 7 $a SOCIAL SCIENCE / Media Studies $2 bisacsh $3 565163
655 4 $a Electronic books. $2 local. $3 214472
700 1 $a Mas Manchón, Lluús. $3 994470
856 4 0 $u https://www.taylorfrancis.com/books/9781003009276