{"product_id":"9781041084327","title":"Advertising Theory","description":"\u003ch3\u003eRoutledge Communication Series\u003c\/h3\u003e\u003ch1\u003eAdvertising Theory\u003c\/h1\u003e\u003ch3\u003eShelly Rodgers | Esther Thorson\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eLanguage Arts \u0026amp; Disciplines \/ Communication Studies\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cp\u003eBringing together leading scholars to examine the major theories of how advertising works in today's digital, data-driven, and AI-enabled environment, this third edition demonstrates that while advertising technologies continue to evolve, fundamental theories remain highly relevant.\u003c\/p\u003e\n\u003cp\u003eOrganized around an integrative advertising process framework, the volume shows how individual theories work together to explain the relationships among advertisers, messages, media, audiences, and advertising effects. Each chapter reviews a major theoretical perspective, summarizes key research findings, evaluates the strengths and limitations of existing approaches, and identifies directions for future research. Contemporary topics—including artificial intelligence, algorithmic personalization, social media, virtual influencers, digital video, online persuasion, and data transparency—are examined alongside enduring areas such as creativity, involvement, branding, international advertising, ethics, health communication, and culture. Throughout, contributors connect theory to current advertising practice by illustrating how established concepts continue to inform communication in rapidly changing media environments.\u003c\/p\u003e\n\u003cp\u003eWritten for graduate students, advanced undergraduates, researchers, and practitioners, this volume provides a comprehensive foundation for understanding advertising theory while offering practical insights for analyzing and developing effective advertising in the twenty-first century.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e\n\u003cp\u003e\u003cb\u003eShelly Rodgers\u003c\/b\u003e is Distinguished Curators' Professor and Maxine Wilson Gregory Chair at the University of Missouri, USA.\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eEsther Thorson\u003c\/b\u003e is Professor Emeritus at Michigan State University, USA and currently serves on the faculty at Colorado State University, USA.\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e30 March 2027\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eTaylor \u0026amp; Francis\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eRoutledge\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781041084327\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e342\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":63540733083788,"sku":"9781041084327","price":62.09,"currency_code":"USD","in_stock":true}],"url":"https:\/\/lateknightbooks.com\/products\/9781041084327","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}