Advertising and New Media

Nonfiction, Reference & Language, Language Arts, Journalism, Social & Cultural Studies, Social Science
Cover of the book Advertising and New Media by Christina Spurgeon, Taylor and Francis
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Author: Christina Spurgeon ISBN: 9781134086207
Publisher: Taylor and Francis Publication: October 31, 2007
Imprint: Routledge Language: English
Author: Christina Spurgeon
ISBN: 9781134086207
Publisher: Taylor and Francis
Publication: October 31, 2007
Imprint: Routledge
Language: English

This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.

Features include:

  • evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns
  • interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.

Features include:

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