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Rethinking Advertising as Paratextual Communication

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Rethinking Advertising as Paratextual Communication

9781800882614 Edward Elgar Publishing
Chris Hackley, Professor of Marketing, Royal Holloway University of London and Rungpaka Amy Hackley, Senior Lecturer in Marketing, Birkbeck University of London, UK
Publication Date: 2022 ISBN: 978 1 80088 261 4 Extent: 160 pp
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.

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Critical Acclaim
Contents
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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.
Critical Acclaim
‘…it may be that there are people working in or studying advertising that are either unaware of or unexposed to the cultural and literary legacy of advertising theory. One could also observe that the theory of “paratextual advertising” is itself a paratextual construction of a range of theories from media studies, literary theory, cultural anthropology, advertising and marketing, and emerges all the better for this interdisciplinary assemblage. This book is a wonderful compendium of these ideas for learners old and new, and brings them into focus in the era of convergent media in a highly practical framework. It is one that comes highly recommended for all readers who wish to understand the dynamic and increasingly complex ways in which advertising, culture and consumption interact in our current age.’
– Aidan Kelly, Consumption Markets & Culture

‘Rethinking Advertising as Paratextual Communication by Chris Hackley and Rungpaka Amy Hackley is that remarkable and rare book that compromises in neither theoretical sophistication nor contemporary practical relevance. It will delight those looking for new practical tools or “cool” examples to learn from. The book’s real gift is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours. Buy this book.’
– Henri Weijo, Aalto University School of Business, Finland

‘People generally believe persuasion requires focused attention, something which is more difficult for advertising in the current age. However, high attention is only one way to consume an ad. The Hackley’s have hashed out the paratextual one, a way to consume advertising that is more inclusive of the collection of texts of which the ad is a member. It makes for a fascinating read of how consumers draw cultural meaning from advertising texts and paratexts.’
– Tom van Laer, The University of Sydney, Australia

‘Innovative, exemplary, outstanding, Hackley and Hackley are the Rolls and Royce, the Moët and Chandon, the Dolce and Gabbana of paratextual communication. Their book’s an investment you can’t afford to ignore’
– Stephen Brown, Ulster University, UK
Contents
Contents: 1. Advertising as paratextual communication 2. Reading advertising 3. Understanding advertisements as social texts 4. Paratexts and the meaning of the brand 5. How does advertising ‘work’? 6. Storytelling and paratextual advertising 7. Paratextual advertising strategy 8. Paratextual advertising and the future Index
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