ADVERTISING THEORY EDITED BY SHELLY RODGERS AND ESTHER THORSON Advertising Theory Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive syn- thesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presenta- tion. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non- traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework. Shelly Rodgers is Associate Professor of Strategic Communication at the Mis- souri School of Journalism. Her research focuses on advertising, health com- munication, and new technology. She is Past President of the American Academy of Advertising. Esther Thorson is Associate Dean for Graduate Studies and Research and Director of Research for the Donald W. Reynolds Journalism Institute. She has more than 100 publications on advertising, media economics, and health com- munication. She is a Fellow of the American Academy of Advertising. Routledge Communication Series Selected Advertising titles include: The Media Handbook, Fourth Edition Katz Advertising and Public Relations Law, Second Edition Moore/Maye/Collins Sex in Advertising Reichert/Lambiase Advertising Theory Edited by Shelly Rodgers and Esther Thorson First published 2012 by Routledge 711 Third Avenue, New York, NY 10017 Simultaneously published in the UK by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2012 Taylor & Francis The right of the editors to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging in Publication Data A catalog record for this book has been requested ISBN: 978-0-415-88661-1 (hbk) ISBN: 978-0-415-88662-8 (pbk) ISBN: 978-0-203-14954-6 (ebk) Typeset in Perpetua by Wearset Ltd, Boldon, Tyne and Wear Printed and bound by Edwards Brothers, Inc. in the United States of America on acid- free paper. In memory of Ivan Preston for his unwavering commitment to all things advertising. He will be missed. Contents Contributors xii Foreword xx Preface xxii Acknowledgments xxx PART I Perspectives on Advertising and Advertising Theory 1 1 What Does “Theories of Advertising” Mean? 3 ESTHER THORSON AND SHELLY RODGERS 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful 18 RONALD J. FABER, BRITTANY R. L. DUFF, AND XIAOLI NAN 3 Agency Practitioners’ Theories about Advertising 33 GERGELY NYILASY AND LEONARD N. REID PART II Psychological Processes in Response to Advertisements 49 4 The Elaboration Likelihood Model: A 30-Year Review 51 Da VID W. SCHUM A N N , M ICH ae L R . K O T O wsk I , H O- ­Y O U N G (ANTHONY) AHN, AND CURTIS P. HAUGTVEDT viii Contents 5 The Role of Emotion in Processing Advertising 69 LARRY PERCY 6 Theories of Emotion and Affect in Marketing Communications 85 JON D. MORRIS 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure 105 PAUL D. BOLLS, KEVIN WISE, AND SAMUEL D. BRADLEY 8 Involvement 120 ERIC HALEY PART III Specific Audiences 133 9 A Theory of Advertising to Children 135 RUSSELL N. LACZNIAK AND LES CARLSON 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business 149 C H A RL es R . Ta YLOR, SHINT A R O Oka Z ak I , A ND B A R ba R A MUELLER 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process 162 CARRIE LA FERLE AND WEI-­Na LEE 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising Persuasion 174 MICHELLE R. NELSON AND CHANG DAE HAM Contents ix PART IV Different Types of Advertising Messages 189 13 Creativity and Ad Theory 191 SHEILA L. SASSER AND SCOTT KOSLOW 14 Creativity and Risk Theories of Advertising 212 DOUGLAS C. WEST 15 A Rhetorical Theory of the Advertisement 227 EDWARD F. MCQUARRIE AND BARBARA J. PHILLIPS 16 Narrative Advertisements and Narrative Processing 241 CHINGCHING CHANG 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation- Imagery Model 255 LU ZHENG AND JOSEPH E. PHELPS 18 Direct- to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity 269 KIM BARTEL SHEEHAN 19 Theory Building for Online Health Product Advertising 281 JISU HUH AND WONSUN SHIN 20 Political Advertising 297 MARJOLEIN MOORMAN AND PETER NEIJENS PART V Media and Media Devices 311 21 Media Analysis and Decision Making 313 HUGH M. CANNON 22 Managing Non- Traditional Advertising: A Message Processing Framework 337 RICK T. WILSON AND BRIAN D. TILL x Contents 23 Role of Technology in Online Persuasion: A MAIN Model Perspective 355 S. SHYAM SUNDAR, QIAN XU, AND XUE DOU 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions 373 SHINTARO OKAZAKI 25 In- Game Advertising and Advergames: A Review of the Past Decade’s Research 388 SEOUNMI YOUN AND MIRA LEE 26 Social Media and Advertising Theory 402 HARSHAVARDHAN GANGADHARBATLA PART VI Organizations 417 27 Toward a Social Ecology of Advertising 419 CHRISTINE WRIGHT-­Isak 28 Brand Concepts and Advertising 434 DEAN M. KRUGMAN AND JAMESON L. HAYES 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives 449 AMANDA B. BOWER AND STACY LANDRETH GRAU PART VII Contexts of Advertising 461 30 Ethics and Advertising Theory 463 MINETTE E. DRUMWRIGHT 31 Theory and Law 480 JEF I. RICHARDS 32 Four Theories of How IMC Works 491 SANDRA MORIARTY AND DON SCHULTZ Contents xi 33 Theories about Health and Advertising 506 JOYCE M. WOLBURG PART VIII The Future of Advertising Theories 527 34 Human Barriers to Using Theory and Research on Responses to Advertising Messages 529 IVAN L. PRESTON 35 Toward Theories of Advertising: Where Do We Go From Here? 541 MARLA B. ROYNE 36 Advancing Advertising Theories and Scholarship 546 HAIRONG LI 37 Adventures in Misplaced Theories 553 HERBERT JACK ROTFELD 38 IMC, Advertising Research, and the Advertising Discipline 563 PATRICIA B. ROSE Glossary 567 Index 592 Contributors Editors Shelly Rodgers is Associate Professor of Strategic Communication at the Missouri School of Journalism. Her research—funded by over $7 million in grants—focuses on advertising, health communication, and new techno- logy. She is Past President of the American Academy of Advertising. Esther Thorson is Associate Dean for Graduate Studies and Research, and Director of Research for the Donald W. Reynolds Journalism Institute. She has 100+ publications on advertising, media economics, and health com- munication. She is a Fellow of the American Academy of Advertising. Contributors Ho- Young (Anthony) Ahn is a Doctoral Candidate and Teaching Associ- ate at the University of Tennessee. His research is in advertising including message strategies, conflicting information processing, and health commu- nication through social media. Paul D. Bolls is Associate Professor and Co- director of the PRIME Lab at the Missouri School of Journalism. He investigates how the human mind proc- esses media and co- authored the book Psychophysiological Measurement and Meaning: Cognitive and Emotional Processing of Media (forthcoming). Amanda B. Bower is Associate Professor of Business Administration/Mar- keting and Advertising at Washington and Lee University. Her research in advertising primarily concerns exploration of source effects. She is Associ- ate Editor of the Journal of Advertising. Samuel D. Bradley is Associate Professor, Advertising Department Chair- person, and Director of the Communication and Cognition Lab at Texas Tech University. He investigates cognitive processing and media. He co- authored the book Advertising and Public Relations Research (2010). Contributors xiii Hugh M. Cannon is Adcraft/Simons-­Michelson Professor of Advertising and Marketing at Wayne State University. His research includes media planning theory and the role of marketing