Rethinking Advertising as Paratextual Communication

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-06-30 DOI:10.1080/10253866.2022.2095372

Aidan Kelly

引用次数: 1

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

查看原文本刊更多论文

重新思考广告作为一种跨文本传播

克里斯·哈克利和朗帕卡·艾米·哈克利的《重新思考广告作为一种超文本传播》是一本杰出而罕见的书，既没有在理论的复杂性上妥协，也没有在当代的实际意义上妥协。它会让那些寻找新的实用工具或“酷”例子来学习的人感到高兴。电子书的真正意义在于超文本广告本身的概念，它有可能成为理解广告在我们这个混乱的数字时代如何运作的新的首选框架。买这本书吧。——Henri Weijo，芬兰阿尔托大学商学院

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.