Extent: | 1 Online-Ressource (160 Seiten) |
---|---|
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes bibliographical references and index Contents: 1. Advertising as paratextual communication -- 2. Reading advertising -- 3. Understanding advertisements as social texts -- 4. Paratexts and the meaning of the brand -- 5. How does advertising 'work'? -- 6. Storytelling and paratextual advertising -- 7. Paratextual advertising strategy -- 8. Paratextual advertising and the future -- Index. |
ISBN: | 978-1-80088-262-1 ; 978-1-80088-261-4 |
Other identifiers: | 10.4337/9781800882621 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013256233