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Consumption Markets & Culture Volume 25, 2022 - Issue 5
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Book Review

Rethinking Advertising as Paratextual Communication

by Hackley, C. and R.A. Hackley, Cheltenham, Edward Elgar Publishing, 2022, 160 pp., £73.37 (hardcover), ISBN-10: 1800882610

Aidan KellyRoyal Docks School of Business and Law, University of East London, London, UKCorrespondence[email protected]
Pages 498-500 | Published online: 30 Jun 2022

References

  • Cook, G. 1992. The Discourse of Advertising. London: Routledge.
  • Fox, S. 1997. The Mirror Makers: A History of American Advertising and its Creators. Chicago: University of Illinois Press.
  • Genette, G. 2010. “Paratexts: Thresholds of Interpretation.” Translated and edited by J.E. Lewin. Cambridge: Cambridge University Press.
  • Goldman, R. 1992. Reading Ads Socially. New York: Routledge.
  • Hackley, C., and R. A. Hackley. 2019. “Advertising at the Threshold: Paratextual Promotion in the Era of Convergence.” Marketing Theory 19 (2): 195–215. doi:10.1177/1470593118787581.
  • Hackley, C., and R. A. Hackley. 2022. Rethinking Advertising as Paratextual Communication. Cheltenham: Edward Elgar Publishing.
  • Holt, D. B. 2004. How Brands Become Icons: The Principles of Cultural Branding. Boston: Harvard Business School Press.
  • Holt, D. B., and D. Cameron. 2010. Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. Oxford: Oxford University Press.
  • McCracken, G. 2005. Culture and Consumption II: Markets, Meaning and Brand Management. Bloomington: Indiana University Press.
  • O’Donohoe, S. 1997. “Raiding the Postmodern Pantry: Advertising, Intertextuality and the Young Adult Experience.” European Journal of Marketing 31 (3/4): 234–253. doi:10.1108/03090569710162344.
  • Peñaloza, L., N. Toulouse, and L. M. Visctonti. 2012. Marketing Management: A Cultural Perspective. London: Routledge.
  • Scott, L. M. 1994. “The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research.” Journal of Consumer Research 21 (3): 461–480. doi:10.1086/209411.
  • Sennett, R. 1999. The Corrosion of Character: The Personal Consequences of Work in the New Capitalism. New York: W.W. Norton & Company.
  • Stern, B. B. 1989. “Literary Criticism and Consumer Research: Overview and Illustrative Analysis.” Journal of Consumer Research 16 (3): 322–334. doi:10.1086/209218.
  • Thompson, C. J. 2019. “The ‘Big Data’ Myth and the Pitfalls of ‘Thick Data’ Opportunism: On the Need for a Different Ontology of Markets and Consumption.” Journal of Marketing Management 35 (3-4): 207–230. doi:10.1080/0267257X.2019/1579751.
  • Williamson, J. 1978. Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars Publishers Limited.

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