Transformative Advertising Research : Driving Positive Social Change and Well-Being (New Horizons in Marketing series)

Zayer, Linda Tuncay (EDT)

Edward Elgar Publishing Ltd（2026/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 192 p.
• 言語 ENG
• 商品コード 9781035339440

Full Description

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.

Contents

Contents
1 Introduction: what is transformative advertising research?
Origins, impact and future directions 1
Linda Tuncay Zayer
2 Gender and discourses of aging in popular culture: informing
Transformative Advertising Research 15
Katherine Sredl, Julie Whiteman, Finola Kerrigan and Cagri Yalkin
3 The S.A.F.E framework: making digital marketing more
inclusive 30
Alex Baudet, Ela Veresiu and Marie-Agnès Parmentier
4 Shades of beauty: evolving representation in advertising 45
Jazmin Henry and Tonya Williams Bradford
5 Ethical AI for transformative advertising: the EASE
framework for responsible value co-creation 61
Jing Yang
6 The gender spectrum of advertising: typologies, tensions, and
transformative potential 78
Hossain Shahriar and Jacob Ostberg
7 Narratives past, present,and future: how women leaders
helped change the institution of advertising in Türkiye. 101
Gül Şener, Eda Öztürk, Pınar Melis Yelsalı Parmaksız and
Julie Bilby
8 Brand activism: the risks and rewards of advertising for change 118
Helen Thompson-Whiteside
9 Market guardians? Rethinking advertising transformation
through audience resistance 133
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 149
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 167
Judith Fletcher-Brown, Priyanka Sharma and Rajesh Chandwani
Afterword: reflections on transformative advertising research 183
Catherine Coleman, Lauren Gurrieri and Linda Tuncay Zayer