Transformative advertising research : driving positive social change and well-being / 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).

Format:

Book

Contributor:

Tuncay-Zayer, Linda, editor.

Edward Elgar Publishing, publisher.

Series:

New horizons in marketing series

Language:

English

Subjects (All):

Advertising--Social aspects.

Advertising.

Marketing--Social aspects.

Marketing.

Social change--Research.

Social change.

Genre:

Electronic books.

Physical Description:

1 online resource (210 pages)

Edition:

First.

Place of Publication:

Northampton : Edward Elgar Publishing, 2026.

Summary:

"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"-- Provided by publisher.

Contents:

Contents: 1. Introduction: What is transformative advertising research? Origins, impact and future directions / Linda Tuncay Zayer

2. Gender and discourses of aging in popular culture: Informing transformative advertising research / Katherine Sredl, Julie Whiteman, Finola Kerrigan and Cagri Yalkin

3. The s.a.f.e framework: Making digital marketing more inclusive / Alex Baudet, Ela Veresiu and Marie-Agns̈ Parmentier

4. Shades of beauty: Evolving representation in advertising / Jazmin Henry and Tonya Williams Bradford

5. Ethical AI for transformative advertising: The ease framework for responsible value co-creation / Jing Yang

6. The gender spectrum of advertising: Typologies, tensions, and transformative potential / Hossain Shahriar and Jacob Ostberg

7. Narratives past, present,and future: How women leaders helped change the institution of advertising in trkiye / Gl Sener, Eda ztrk, Pınar Melis Yelsalı Parmaksız and / Julie Bilby

8. Brand activism: The risks and rewards of advertising for change / Helen Thompson-Whiteside

9. Market guardians? Rethinking advertising transformation through audience resistance / Karen Middleton

10. Failure, fit, and femvertisements: The role of hypocrisy, brand-cause fit, and message type on women's empowerment and attitudes toward femvertisements / Sophia Mueller-Bryson and Kasey Windels

11. Transformative advertising research that impacts the lives of women with positive health and well-being outcomes: Perspectives from India / Judith Fletcher-Brown, Priyanka Sharma and Rajesh Chandwani

Afterword: Reflections on transformative advertising research / Catherine Coleman, Lauren Gurrieri and Linda Tuncay Zayer.

Notes:

Includes bibliographical references and index.

Description based on print record.

ISBN:

9781035339457 (e-book)

Access Restriction:

Restricted for use by site license.