What does "theories of advertising" mean? -- Coloring outside the lines: suggestions for making advertising theory more meaningful -- Agency practitioners' theories about advertising -- The elaboration likelihood model: a 30-year review -- The role of emotion in processing advertising -- Theories of emotion and affect in marketing communications -- Embodied motivated cognition: a theoretical framework for studying dynamic mental processes underlying advertising exposure -- Involvement -- The theory of advertising to children -- Theory advancement in international advertising: drawing on theories from strategic management and international business -- How advertising works within a cultural context: theories and framworks informing the process -- The reflexive game: how target and agent persuasion knowledge influence advertising persuasion -- Creativity and ad theory -- Creativity and risk theories of advertising -- A rhetorical theory of the advertisement -- Narrative advertisements and narrative processing -- Working toward an understanding of persuasion via engaging narrative advertising: refining the transportation-imagery model -- Direct-to-consumer advertising of prescription drugs: consumers, physicians, messages, and complexity -- Theory building for online health product advertising -- Political advertising -- Media analysis and decision making -- Managing non-traditional advertising: a message processing framework -- Role of technology in online persuasion: a main model perspective -- Lessons learned for teaching mobile advertising: critical review and future directions -- In-game advertising and advergames: a review of the past decade's research -- Social media and advertising theory -- Toward a social ecology of advertising -- Brand concepts and advertising -- I know it when i see it: the definability and consequences of perceived fit in corporate social responsibility initiatives -- Ethics and advertising theory -- Theory and law -- Four theories of how IMC works -- Theories about health and advertising -- Human barriers to using thoery and research on responses to advertising messages -- Toward theories of advertising: where do we go from here? -- Advancing advertising theories and scholarship -- Adventures in misplaced theories -- IMC, advertising research, and the advertising discipline

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