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Rethinking Advertising as Paratextual Communication

Hardback

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: April 2022 ISBN: 978 1 80088 261 4 Extent: c 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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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
‘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
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