Creating Persuasive Book Trailers as a New Media Marketing Tool

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Book trailers are a newer medium of video advertising intended to entertain and entice viewers into reading the featured book. So far, there has been little research on this form of persuasive digital storytelling, for which few established conventions yet exist. This article summarizes the results of a content analysis of 30 book trailers published on YouTube by the erstwhile ‘Big Six’ publishers’ young adult imprints. The content analysis uncovered patterns and indicators of rhetorical success among these video advertisements, which suggest some recommendations for publishers to consider when creating book trailers in the future.

Creating Persuasive Book Trailers as a New Media Marketing Tool

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