[Commlist] Call for Book Chapters: Advertising Design and Emotion

*CALL FOR BOOK CHAPTERS*

Edited Book: *Advertising Design and Emotion*

Under the book series *Design, Emotion and Creativity* by Tylor & 
Francis Group

Volume Editor: Sunny Sui-kwong Lam (Associate Professor, Hong Kong 
Metropolitan University)
https://www.hkmu.edu.hk/ca/people/faculty/dr-lam-sui-kwong-sunny/ 
<https://www.hkmu.edu.hk/ca/people/faculty/dr-lam-sui-kwong-sunny/>


*Call for book chapters:* Any proposals for book chapters in 
*“Advertising Design and Emotion”*, an edited volume under the book 
series *Design, Emotion and Creativity* to be published by Tylor & 
Francis Group.

*About the Book:*
Audience perceptions of contemporary advertisements and their efficacy 
in branding and marketing communication are highly related to audience 
feelings toward the brand, the message, and the communication strategy 
presented and represented by the advertising design. Consumers are 
emotional beings whose decision to trust a brand or to purchase a 
product is not always rational but highly sentimental and contextually 
determined. Many contemporary branding and advertising campaigns are 
reliant upon emotional design, appeal and attachment to communicate with 
consumers through symbolic interactions in terms of creative content and 
context. From commercial advertisements to governmental announcements in 
the public interest, emotional strategies in advertising design play an 
indispensable role in driving the target audience’s action to purchase 
the products, attitude toward the brands, and support to the 
governmental activities for public good. Emotion is an important design 
factor to sophisticatedly associate either commercial or city brands 
with the audience’s lived experience to enhance their loyalty to the 
brand no matter what it is for selling a product, a service, or a policy.

This book aims to introduce how advertising design engages consumers 
with emotional appeals and messages of both commercial and city branding 
campaigns from the perspectives of strategic and marketing 
communication. Case studies from both global Asia and the global West 
will provide diverse and rich demonstrations of emotional design in 
advertising and branding communication for the contemporary vigorous 
politico-economic competitions in the global and city domains. They 
include diverse examples of advertising design such as social media 
posts, promotional videos, OOH including both traditional outdoor 
advertisements and 3D anamorphic outdoor billboards, as well as 
strategic and creative media planning. Both academic and industrial 
insights will be included to unfold the relationship between advertising 
design and emotion in the contemporary world.

We invite contributions from scholars and practitioners working on 
advertising, branding, communication, design, fandom, marketing, 
political economy, psychology, public services, social media, as well as 
tourism, in relation to emotional appeals and strategies from both 
academic and industrial perspectives.

Book chapters may include, but are not limited to, these topics:
- Advertising design of emotional message
- Celebrity effects and emotion
- City branding and imaging
- Cultural and emotional branding
- Digital marketing for emotional customers
- Emotion in television commercials
- Emotion in the announcement of the public interests
- Emotional appeals in copywriting
- Ethnographic and/or netnographic studies of emotional advertising
- Experienced economy and tourism
- Fandom and identities
- Music, jingle and lyric of emotional attachment
- OOH and emotional planning
- Propaganda and political communication
- Sex appeals and post-feminism
- Social media and emotional strategies
- Visual semiotics in emotional advertisements

Please send a 300 to 500-word abstract of your proposed book chapter to 
the volume editor at (ssklam /at/ hkmu.edu.hk) 
<mailto:(ssklam /at/ hkmu.edu.hk)> *(submission deadline: Monday, June 26, 
2023)* in the (Microsoft word) format as follows:

- Title of the proposed book chapter
- Author name(s) and affiliation(s)
- Corresponding author email
- Abstract
- Keywords (up to 8)

For any queries or further information, please contact Sunny Lam via 
(ssklam /at/ hkmu.edu.hk) <mailto:(ssklam /at/ hkmu.edu.hk)>


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