Advertising and New Media
Nonfiction, Reference & Language, Language Arts, Journalism, Social & Cultural Studies, Social Science
| 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.
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.
