This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices.
The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.
Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
Table of Contents
1.Snapshot and insights on theories, methods and topics in branding and advertising research
Lluís Mas-Manchón, Hibai Lopez-Gonzalez and Frederic Guerrero-Solé
2.Communicating Brand Personality: Research, Challenges, and Opportunities
Sara Vinyals-Mirabent and Thomas Koch
3.Branded content: practices and governance
4.Audio design in branding and advertising
Emma Rodero and Olatz Larrea
5.Social Robots as a brand strategy
Laura Aymerich-Franch and Iliana Ferrer
6.Body image in advertising messages
Mònika Jiménez-Morales, Orpha de Lenne, Mireia Montaña and Laura Vandenbosch
7.Effect of exposure to sexual appeals in print advertisements on attention, memory, attitude, and purchase intention
Zijian Harrison Gong and Austin Shurtliff
8.Self-exposure in social media. Teenagers' transmedia practices for the construction of a personal brand
Maria-Jose Masanet, Israel Márquez, Fernanda Pires and Débora Lanzeni
9.Fanadvertising and prosumer the new trend in Television Series
Marta Lopera-Mármol, Manel Jiménez-Morales, and Mélanie Bourdaa
Lluís Mas-Manchón, Ph.D. in Audiovisual Communication and Advertising with honors (UAB, Spain) and awarded (CAC, 2011), is a professor in the Communication Department at Pompeu Fabra University (Barcelona, Spain). His main research interests are sound branding, advertising, digital media and political marketing. He has published over 30 papers in journals in different areas. His work applies quantitative, qualitative and psychophysiological measures in both lab and field studies and experiments. Lluís Mas has been the coordinator of the "Communication, Advertising and Society" research group (CAS, UPF, www.upf.cas.edu) and has formerly chaired the Advertising Research ECREA TWG.