Nyhet

Transformative Advertising Research

Driving Positive Social Change and Well-Being

AvLinda Tuncay Zayer

Inbunden, Engelska, 2026

Del i serien New Horizons in Marketing series

1 647 kr

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Beskrivning

This resourceful book examines Transformative Advertising Research as both a conceptual framework and an emerging subfield of advertising dedicated to enhancing well-being across individuals, institutions and society. Scholars from across the globe examine its origins, impact and offer future research directions for the field. Contributors apply a transformative lens to a variety of research areas, including AI, brand activism, consumer resistance, aging, gender and race as they relate to advertising and media. Chapters explore both theoretical and practical examples of advertising being leveraged for societal improvement, such as the EASE framework to ethically leverage AI and the role of women leaders in changing the advertising landscape. By advancing theory and practice, this book serves to catalyze scholarship, transform advertising practice and act as a pedagogical resource for fostering well-being and positive social change among the next generation of researchers and practitioners. Transformative Advertising Research is a crucial resource for scholars and students in advertising, communications, marketing and business and management. Educators and practitioners in the field will also benefit from the insights in this book.

Produktinformation

Utgivningsdatum:2026-06-16
Mått:156 x 234 x undefined mm
Format:Inbunden
Språk:Engelska
Serie:New Horizons in Marketing series
Förlag:Edward Elgar Publishing Ltd
ISBN:9781035339440

Utforska kategorier

Affärsetik inom Ekonomi och Ledarskap
Reklam inom Ekonomi och Ledarskap
Media och underhållning inom Ekonomi och Ledarskap

Mer om författaren

Edited by Linda Tuncay Zayer, Professor of Marketing and the John F. Smith Jr. Chair of Business Administration, Department of Marketing, Quinlan School of Business, Loyola University Chicago, USA

Recensioner i media

‘This book, edited by Linda Tuncay Zayer, includes perspectives from leaders in Transformative Advertising Research, a field that has entered a consequential era. It summarizes the latest knowledge on consumer well-being, sustainability, ethics, and other areas and provides a roadmap for conducting impactful advertising research. I highly recommend it.’

Innehållsförteckning

Contents1 Introduction: what is transformative advertising research?Origins, impact and future directions 1Linda Tuncay Zayer2 Gender and discourses of aging in popular culture: informingTransformative Advertising Research 15Katherine Sredl, Julie Whiteman, Finola Kerrigan and Cagri Yalkin3 The S.A.F.E framework: making digital marketing moreinclusive 30Alex Baudet, Ela Veresiu and Marie-Agnès Parmentier4 Shades of beauty: evolving representation in advertising 45Jazmin Henry and Tonya Williams Bradford5 Ethical AI for transformative advertising: the EASEframework for responsible value co-creation 61Jing Yang6 The gender spectrum of advertising: typologies, tensions, andtransformative potential 78Hossain Shahriar and Jacob Ostberg7 Narratives past, present,and future: how women leadershelped change the institution of advertising in Türkiye. 101Gül Şener, Eda Öztürk, Pınar Melis Yelsalı Parmaksız andJulie Bilby8 Brand activism: the risks and rewards of advertising for change 118Helen Thompson-Whiteside9 Market guardians? Rethinking advertising transformationthrough audience resistance 133Karen Middleton10 Failure, fit, and femvertisements: the role of hypocrisy,brand–cause fit, and message type on women’s empowermentand attitudes toward femvertisements 149Sophia Mueller-Bryson and Kasey Windels11 Transformative advertising research that impacts the livesof women with positive health and well-being outcomes:perspectives from India 167Judith Fletcher-Brown, Priyanka Sharma and Rajesh ChandwaniAfterword: reflections on transformative advertising research 183Catherine Coleman, Lauren Gurrieri and Linda Tuncay Zayer