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Advances in Advertising Research (Vol. VI)
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.
Research Methodology in Marketing
This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
Advances in Advertising Research IX
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
Advances in Advertising Research VIII
This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.
Cycle Of Discourse
Furthermore, in this book, discourse analysis is treated as a rigorous way in texts that are organised as a series of overviews of the research topics such as narrative media discourse, gender and discourse, and institutional discourse throughout the social sciences. As seen in the book, the writers set out to answer many kinds of questions about language and about culture and society. It is performed by paying systematic attention to particular contexts and particular sets of utterances. This will help alleviate a problem in teaching discourse analysis that of ending up with the students who are unable to perform analyses going much beyond paraphrasing.
Advances in Advertising Research (Vol. VII)
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.
Humor in Advertising
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis ...
Of Boys and Men
The Book that Sparked a National Conversation A Barack Obama 2024 Summer Reading Selection An Economist Best Book of 2022 A New Yorker Best Book of 2022 Boys and men are struggling. Profound economic and social changes of recent decades have many losing ground in the classroom, the workplace, and in the family. While the lives of women have changed, the lives of many men have remained the same or even worsened. In this widely praised book, Richard Reeves, father of three sons, a journalist, and now the president of the American Institute for Boys and Men, tackles the complex and urgent crisis of boyhood and manhood. He argues that our attitudes, our institutions, and our laws have failed to keep up. Conservative and progressive politicians, mired in their own ideological warfare, fail to provide thoughtful solutions. Reeves looks at the structural challenges that face boys and men and offers fresh and innovative solutions that turn the page on the corrosive narrative that plagues this issue. Of Boys and Men argues that helping the other half of society does not mean giving up on the ideal of gender equality.
Writing Spaces
This collection of papers invites the reader to look deeply at traditional and contemporary forms of writing, their implications for teaching and pedagogy, and their use of space as a strategy and as an implied device. We explore the lives and times of great writers, how they use space and how space influenced them, and we unveil the patterns upon which writing, as an artistic act, may be influenced by the spaces experienced by the creator. Contributors are David W. Bulla, Nathan James Crane, Phil Fitzsimmons, Gail Hammill, Genevieve Jorolan-Quintero, Syeda Hajirah Junaid, Edie Lanphar, Esthir Lemi, Imogen Lesser Woods, Panagiota Mavridou, Sam Meekings, Barış Mete, Ekaterina Midgette, Sevil Nakisli, Layla Roesler, Yadigar Sanli and Shelley Smith.
