Bøger af Lars Bech Christensen

Branding and Advertising presents a wide spectre of recent studies and works in the fields of branding, advertising and communication effects. Material is organized into four main areas: Branding and Communication, Advertising Effects, Media and Targets, and Low Involvement and Emotional Responses. In the first main part of the book, Branding and Communication, a number of chapters are concerned with the branding of corporations and the use of branding in advertising communication. The second main part of the book gives insights into different aspects of advertising effects; methods of measurement, and results of advertising and commercial communication in different settings. Media and Targets presents research concerning genres of advertising, audience reactions, attitudes towards the ads, and the role of advertising in relation to children as a target group. The fourth and final part of the book is concerned with the role of information processing and memory creation in advertising communication. The book addresses itself to the advertising professionals, to advertising and communication researchers, as well as to graduate and undergraduate students of advertising and communication, who want to be informed about the latest research within these areas.

The articles are based on recent studies in the field of children/young people and consumption. Children and young people may be defined as innovators or trendsetters regarding new media and consumption. Or they may - on the contrary - be defined as vulnerable creatures who need protection. For quite some time this has been a topic for discussion among different groups such as educators, parents, marketers, researchers and others. The discussion is central when it comes to research. Some researchers consider the child as vulnerable, as a "social becoming" whereas others have the perception that the child is competent i.e. is a "social being." The overall objective of this book is to give a broad variety of perspectives in relation to this important debate. For this purpose the articles cover historical perspectives on childhood, the concept of innovators, legal, generational and advertising perspectives and facts about children's and adolescents' use of new media such as the Internet and their role as consumers in today's consumer society. The book addresses itself to researchers, teachers, marketers, parents, students and others who want to be informed about the latest research within the above mentioned area.