Rethinking advertising as para textual communication (Record no. 5945)

MARC details
000 -LEADER
fixed length control field 01787nam a22002057a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20240222151755.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 240222b |||||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781035312139
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.2
Item number HAC
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Hackley, Chris
245 ## - TITLE STATEMENT
Title Rethinking advertising as para textual communication
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc. Edward Elgar Publishing Ltd.
Place of publication, distribution, etc. Cheltenham
Date of publication, distribution, etc. 2022
300 ## - PHYSICAL DESCRIPTION
Extent 149 p.
365 ## - TRADE PRICE
Price type code GBP
Price amount 22.95
520 ## - SUMMARY, ETC.
Summary, etc. 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.<br/><br/>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.<br/><br/>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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Paratextual Communication
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Hackley, Rungpaka Amy
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Book
Source of classification or shelving scheme Dewey Decimal Classification
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Bill No Bill Date Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Accession Number Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing TB3711 08-02-2024 Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 02/22/2024 Technical Bureau India Pvt. Ltd. 1609.60   659.2 HAC 006064 02/22/2024 1 2476.31 02/22/2024 Book

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