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Rethinking Advertising as Paratextual Communication

Birkbeck’s Dr Rungpaka Amy Hackley and Royal Holloway’s Professor Chris Hackley share new insights into paratextual communication in their new book.

A new book by Dr Rungpaka Amy Hackley, Senior Lecturer in Marketing in the Department of Management, and Chris Hackley, Professor of Marketing, Royal Holloway University of London, provides a fresh perspective on advertising and marketing methods. 

Rethinking Advertising as Paratextual Communication, published by Edward Elgar, shares insights into the textual and paratextual character of brands and advertising. The book features a range of topical case studies to assist practical understanding. 

The book has received critical acclaim from a number of reviewers: 

“The book’s real gift is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours.” – Henri Weijo, Aalto University School of Business, Finland. 

“[H]igh attention is only one way to consume an ad. The Hackley’s have hashed out the paratextual one, a way to consume advertising that is more inclusive of the collection of texts of which the ad is a member.” – Tom van Laer, The University of Sydney, Australia. 

“Innovative, exemplary, outstanding, Hackley and Hackley are the Rolls and Royce, the Moët and Chandon, the Dolce and Gabbana of paratextual communication. Their book’s an investment you can’t afford to ignore.” – Stephen Brown, Ulster University, UK. 

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