Introduction

This introduction explains the rationale and target of the book, as well the CAS research group and collaborators who have contributed to it. We also explain the chapters in the book and provide information on their cohesion. This introduction explains that chapters are placed in the intersection between society, communication, and psychology. This general framework translates into theories, methods, and techniques from social psychology (body image, identity, mental imagery), media studies (self-exposure), information processing (LCM4P), or brand personality, intersecting with branding and advertising constructs and practices. The application of methods from (social) psychology and sociology to communication objects, with important implications for the future development of ads and brands, gives internal consistency and clarity to the chapters.