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 1|15 pages

Advertising Theory in the Digital Age

ByEsther Thorson, Shelly Rodgers

chapter 2|14 pages

Coloring Outside the Lines

Suggestions for the Future of Advertising Theory
ByBrittany R. L. Duff, Ronald J. Faber, Xiaoli Nan

chapter 3|19 pages

Agency Practitioners’ Theories about Advertising

New Directions
ByGreg Nyilasy, Leonard N. Reid

part II|104 pages

Psychological Processes in Response to Advertisements

chapter 4|17 pages

Psychological Transportation in Narrative Advertising

ByLu Zheng, Joseph E. Phelps, Daniel Pimentel

chapter 5|19 pages

The Role of Technology in Online Persuasion

A MAIN Model Perspective
ByS. Shyam Sundar, Qian Xu, Xue Dou

chapter 6|20 pages

Theories of Emotion

Appeal, Engagement, and Empowerment in Marketing Communications
ByJon D. Morris

chapter 7|15 pages

Managing Advertising in Non-Traditional Environments

A Message Processing Framework
ByRick T. Wilson, Brian D. Till

chapter 8|17 pages

The Reflexive Persuasion Game

The Persuasion Knowledge Model (1994–2017)
ByChang-Dae Ham, Michelle R. Nelson

chapter 9|14 pages


ByEric Haley

part III|43 pages

Audiences and Roles in Advertising

chapter 10|16 pages

A Theory of Advertising to Children

ByRussell N. Laczniak, Les Carlson

chapter 11|14 pages

Theory Advancement in International Advertising

Drawing on Theories from Strategic Management and International Business
ByCharles R. Taylor, Shintaro Okazaki, Barbara Mueller

chapter 12|11 pages

Gender Roles in Advertising

ByMartin Eisend, Nathalie Dens, Patrick De Pelsmacker

part IV|58 pages

Creativity and Advertising

chapter 13|27 pages

Creativity and Ad Theory

BySheila L. Sasser, Scott Koslow

chapter 14|14 pages

A Rhetorical Theory of the Advertisement

ByEdward F. McQuarrie, Barbara J. Phillips

chapter 15|15 pages

Creativity and Risk Theories of Advertising

ByDouglas C. West

part V|65 pages

Different Types of Advertising Messages

chapter 16|16 pages

A Review of Native Advertising

ByLawrence J. Marks, Pamela E. Grimm, Colin Campbell

chapter 17|18 pages

Narrative Advertisements and Narrative Processing

ByChingching Chang

chapter 18|15 pages

Political Advertising

ByMarjolein Moorman, Peter Neijens, Denise Haar

chapter 19|14 pages

Direct-to-Consumer Advertising of Prescription Drugs

Consumers, Physicians, Messages, and Complexity
ByKim Bartel Sheehan

part VI|81 pages

Media and Media Devices

chapter 20|15 pages

Mobile Advertising

Current and Future Research Directions
ByShintaro Okazaki, Takumi Tagashira

chapter 21|23 pages

In-Game Advertising and Advergames

A 15-Year Review
BySeounmi Youn

chapter 22|19 pages

Social Media and Advertising Theory

ByHarsha Gangadharbatla

chapter 23|22 pages

Digital Video Advertising

BySoojung Kim, Joonghwa Lee, Jisu Huh

part VII|45 pages


chapter 24|16 pages

Toward a Social Ecology of Advertising

ByChristine Wright-Isak

chapter 25|13 pages

“If It Fits . . .”

The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives
ByAmanda B. Bower, Stacy Landreth Grau

chapter 26|14 pages

Brand Concepts and Advertising

ByJameson L. Hayes, Dean M. Krugman

part VIII|83 pages

Contexts of Advertising

chapter 27|16 pages

How Advertising Works Within a Cultural Context

Theories and Frameworks Informing the Process
ByCarrie La Ferle, Wei-Na Lee

chapter 28|20 pages

Interactive Advertising

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

chapter 29|14 pages

Theories about Health and Advertising

ByJoyce M. Wolburg

chapter 30|20 pages

Ethics and Advertising Theory

ByMinette E. Drumwright

chapter 31|11 pages

Theory and Law

ByJef I. Richards