Rethinking Advertising as Paratextual Communication

Abstract

‘Rethinking Advertising as Paratextual Communication by Chris Hackley and Rungpaka Amy Hackley is that remarkable and rare book that compromises in neither theoretical sophistication nor contemporary practical relevance. It will delight those looking for new practical tools or “cool” examples to learn from. e book’s real gi is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours. Buy this book.’ – Henri Weijo, Aalto University School of Business, Finland