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

chapter |7 pages


ByLluís Mas-Manchón

chapter 1|19 pages

Snapshot and Insights on Theories, Methods, and Topics in Branding and Advertising Research

ByLluís Mas-Manchón, Hibai Lopez-Gonzalez, Frederic Guerrero-Solé

chapter 2|21 pages

Communicating Brand Personality

Research, Challenges, and Opportunities
BySara Vinyals-Mirabent, Thomas Koch

chapter 3|21 pages

Branded Content

Practices and Governance
ByJonathan Hardy

chapter 4|17 pages

Audio Design in Branding and Advertising

ByEmma Rodero, Olatz Larrea

chapter 5|17 pages

Social Robots as a Brand Strategy

ByLaura Aymerich-Franch, Iliana Ferrer

chapter 6|14 pages

Body Image in Advertising Messages

The Influence of Television Advertising on the Construction of Children’s Body Image
ByMònika Jiménez-Morales, Orpha de Lenne, Mireia Montaña, Laura Vandenbosch

chapter 7|19 pages

Effectiveness of Sexual Appeals in Print Advertisements

A Dynamic Human-Centric Perspective
ByZijian Harrison Gong, Austin Shurtliff

chapter 8|18 pages

Self-Exposure in Social Media

Teenagers’ Transmedia Practices and Skills for the Construction of a Personal Brand
ByMaria-Jose Masanet, Israel Márquez, Fernanda Pires, Débora Lanzeni

chapter 9|15 pages

Televertising Strategies in the Age of Nonadvertising TV

ByMarta Lopera-Mármol, Manel Jiménez-Morales, Mélanie Bourdaa

chapter |1 pages


ByJosé Fernández-Cavia