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Taylor & Francis Inc - Advertising Theory - Paperback Rug & Carpetmaking The Class of Heroes seriesBinding: Paperback Description: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare contrast and evaluate advertising theories in a