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Rethinking advertising as paratextual communication

Hackley, Christopher E.; Tiwsakul, Amy Rungpaka - 2022

features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines … interest in advertising and promotion, marketing, communication, business management, and branding"-- …"Providing new insights into the textual and paratextual character of brands and advertising, this innovative book …