Advertising Theory. Edited by Shelly Rodgers and Esther Thorson. Routledge. Taylor & Francis Group NEW YORK AND LONDON

Transcription

1 Advertising Theory Edited by Shelly Rodgers and Esther Thorson Routledge Taylor & Francis Group NEW YORK AND LONDON

2 Contents^ Contributors Foreword Preface Acknowledgments xii xx xxii xxx PART I Perspectives on Advertising and Advertising Theory I 1 What Does "Theories of Advertising" Mean? 3 ESTHER THORSON AND SHELLY RODGERS 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful 18 RONALD J. FABER, BRITTANY R. L. DUFF, AND XIAOL1 NAN 3 Agency Practitioners' Theories about Advertising 3 3 GERGELY NYILASY AND LEONARD N. REID PART II Psychological Processes in Response to Advertisements 49 4 The Elaboration Likelihood Model: A 30-Year Review 51 DAVID W. SCHUMANN, MICHAEL R. KOTOWSKI, HO-YOUNG (ANTHONY) AHN, AND CURTIS P. HAUGTVEDT

3 viii Contents 5 The Role of Emotion in Processing Advertising 69 LARRY PERCY 6 Theories of Emotion and Affect in Marketing Communications 85 JON D. MORRIS 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure 105 PAUL D. BOLLS, KEVIN WISE, AND SAMUEL D. BRADLEY 8 Involvement 120 ERIC HALEY PART III Specific Audiences A Theory of Advertising to Children 135 R U S S E L L N. L A C Z N I A K A N D L E S C A R L S O N 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business 149 CHARLES R. TAYLOR, SHINTARO OKAZAKI, AND BARBARA MUELLER 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process 162 C A R R I E LA F E R L E A N D W E I - N A LEE 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising Persuasion 174 MICHELLE R. NELSON AND CHANG DAE HAM

4 Contents ix PART IV Different Types of Advertising Messages Creativity and Ad Theory 191 SHEILA L. SASSER AND SCOTT KOSLOW 14 Creativity and Risk Theories of Advertising 212 DOUGLAS C WEST 15 A Rhetorical Theory of the Advertisement 227 EDWARD F. MCQUARRIE AND BARBARA J. PHILLIPS 16 Narrative Advertisements and Narrative Processing 241 CHINGCHING CHANG 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model 255 LU ZHENG AND JOSEPH E. PHELPS 18 Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity 269 KIM BARTEL SHEEHAN 19 Theory Building for Online Health Product Advertising 281 JISU HUH AND WONSUN SHIN 20 Political Advertising 297 MARJOLEIN M O O R M A N AND PETER NEIJENS PART V Media and Media Devices Media Analysis and Decision Making 313 HUGH M. CANNON 22 Managing Non-Traditional Advertising: A Message Processing Framework 337 R I C K T. W I L S O N A N D B R I A N D. T I L L

5 x Contents 23 Role of Technology in Online Persuasion: A MAIN Model Perspective 355 S. SHYAM SUNDAR, QIAN XU, AND XUE DOU 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions 373 SHINTARO OKAZAKI 25 In-Game Advertising and Advergames: A Review of the Past Decade's Research 388 S E O U N M I Y O U N AND MIRA LEE 26 Social Media and Advertising Theory 402 HARSHAVARDHAN GANGADHARBATLA PART VI Organizations Toward a Social Ecology of Advertising 419 CHRISTINE WRIGHT-IS AK 28 Brand Concepts and Advertising 434 D E A N M. K R U G M A N A N D J A M E S O N L. HAYES 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives 449 AMANDA B. BOWER AND STACY LANDRETH GRAU PART VII Contexts of Advertising Ethics and Advertising Theory 463 MINETTE E. DRUMWRIGHT 31 Theory and Law 480 JEF I. RICHARDS 32 Four Theories of How IMC Works 491 SANDRA MORIARTY AND DON SCHULTZ

6 Contents xi 33 Theories about Health and Advertising 506 JOYCE M. WO I. BURG PART VIM The Future of Advertising Theories Human Barriers to Using Theory and Research on Responses to Advertising Messages 529 IVAN L. PRESTON 35 Toward Theories of Advertising: Where Do We Go From Here? 541 MARLA B. ROYNE 36 Advancing Advertising Theories and Scholarship 546 HAIRONG LI 37 Adventures in Misplaced Theories 553 HERBERT JACK ROTPELD 38 IMC, Advertising Research, and the Advertising Discipline 563 PATRICIA B. ROSE Glossary 567 Index. 592