Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory.

Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.

This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

part I|49 pages

Perspectives on Advertising and Advertising Theories

chapter 2|14 pages

Coloring Outside the Lines

Suggestions for the Future of Advertising Theory

part II|104 pages

Psychological Processes in Response to Advertisements

chapter 5|19 pages

The Role of Technology in Online Persuasion

A MAIN Model Perspective

chapter 6|20 pages

Theories of Emotion

Appeal, Engagement, and Empowerment in Marketing Communications

chapter 7|15 pages

Managing Advertising in Non-Traditional Environments

A Message Processing Framework

chapter 8|17 pages

The Reflexive Persuasion Game

The Persuasion Knowledge Model (1994–2017)

chapter 9|14 pages


part III|43 pages

Audiences and Roles in Advertising

chapter 11|14 pages

Theory Advancement in International Advertising

Drawing on Theories from Strategic Management and International Business

part IV|58 pages

Creativity and Advertising

part V|65 pages

Different Types of Advertising Messages

chapter 19|14 pages

Direct-to-Consumer Advertising of Prescription Drugs

Consumers, Physicians, Messages, and Complexity

part VI|81 pages

Media and Media Devices

chapter 20|15 pages

Mobile Advertising

Current and Future Research Directions

chapter 21|23 pages

In-Game Advertising and Advergames

A 15-Year Review

chapter 23|22 pages

Digital Video Advertising

part VII|45 pages


chapter 25|13 pages

“If It Fits . . .”

The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives

part VIII|83 pages

Contexts of Advertising

chapter 27|16 pages

How Advertising Works Within a Cultural Context

Theories and Frameworks Informing the Process

chapter 28|20 pages

Interactive Advertising

Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002–2017

chapter 31|11 pages

Theory and Law