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Advertising Theory, 2nd edition TABLE OF CONTENTS Part I: Perspectives on Advertising and Advertising Theories 1: What does "Theories of Advertising" Mean? An Update Shelly Rodgers, Esther Thorson 2: Coloring Outside the Lines: Suggestions for the Future of Advertising Theory Brittany R. L. Duff, Ronald J. Faber, Xiaoli Nan 3: Agency Practitioners' Theories about Advertising: New Directions Gergely Nyilasy, Leonard N. Reid Part II: Psychological Processes in Response to Advertisements 4: Psychological Transportation in Narrative Advertising Lu Zheng, Joseph E. Phelps, Daniel Pimentel 5: Role of Technology in Online Persuasion: A MAIN Model Perspective S. Shyam Sundar, Qian Xu, Xue Dou 6: Role of Emotion in Advertising Jon D. Morris 7: Managing Advertising in Non-Traditional Environments: A Message Processing Framework Rick T. Wilson, Brian D. Till 8: The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017) Chang-Dae Ham, Michelle R. Nelson 9: Involvement Eric Haley Part III: Audiences and Roles in Advertising 10: A Theory of Advertising to Children Russell N. Laczniak, Les Carlson 11: Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business Charles R. Taylor, Shintaro Okazaki, Barbara Mueller 12: Depictions of Gender Roles in Advertising Martin Eisend, Nathalie Dens, Patrick De Pelsmacker, Part IV: Creativity and Advertising 13: Creativity and Ad Theory Sheila L. Sasser, Scott Koslow 14: A Rhetorical Theory of the Advertisement Edward F. McQuarrie, Barbara J. Phillips 15: Creativity and Risk Theories of Advertising Douglas C. West Part V: Different Types of Advertising Messages 16: A Review of Native Advertising Lawrence J. Marks, Pamela E. Grimm, Colin Campbell 17: Narrative Advertisements and Narrative Processing Chingching Chang 18: Political Advertising Marjolein Moorman, Peter Neijens, Denise Harr 19: Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity Kim Bartel Sheehan Part VI: Media and Media Devices 20: Mobile Advertising: Current and Future Research Directions Shintaro Okazaki, Takami Tagashira 21: In-Game Advertising and Advergames: A 15-Year Review Seounmi Youn 22: Social Media and Advertising Theory Harsha Gangadharbatla 23: Digital Video Advertising Soojung Kim, Joonghwa Lee, Jisu Huh Part VII: Organizations 24: Toward a Social Ecology of Advertising Christine Wright-Isak 25: "If It Fits…" The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives Amanda B. Bower, Stacy Landreth Grau 26: Brand Concepts and Advertising Jameson L. Hayes, Dean M. Krugman Part VIII: Contexts of Advertising 27: How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process Carrie La Ferle, Wei-Na Lee 28: Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017 Sally J. McMillan 29: Theories about Health and Advertising Joyce M. Wolburg 30: Ethics and Advertising Theory Minette E. Drumwright 31: Theory and Law Jef I. Richards