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- 144 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Advertising and New Media
Book details
Table of contents
Citations
About This Book
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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- evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove 'Real Beauty' and Axe/Lynx 'Effect' campaigns
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- interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.
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Yes, you can access Advertising and New Media by Christina Spurgeon in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Journalism. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Contents
- Acknowledgements
- Chapter 1 Advertising and the new media of mass conversation
- Chapter 2 From the āLong Tailā to āMadison and Vineā
- Chapter 3 Integrating interactivity
- Chapter 4 Mobilizing the local
- Chapter 5 From conversation to registration
- Chapter 6 The future of advertising-funded media
- Notes
- References
- Interviews
- Index