Christina Spurgeon

Advertising and New Media (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 144
• Erscheinungstermin: 31. Oktober 2007
• Englisch
• ISBN-13: 9781134086207
• Artikelnr.: 38250941

Autorenporträt

Christina Spurgeon lectures in Journalism, Media and Communication in the Creative Industries Faculty at the Queensland University of Technology. She is an active, published researcher and public interest advocate in media and communication industries and policy. Chris has previously worked as a radio producer and journalist specializing in 'media on media', and as a media and communications researcher and public policy adviser.

Inhaltsangabe

1. Advertising and the New Media of Mass Conversation 2. From the 'Long
Tail' to 'Madison and Vine': Trends in Advertising and New Media 3.
Integrating Interactivity: Globalization and the Gendering of Creative
Advertising 4. Mobilizing the Local: Advertising and Cell Phone Industries
in China 5. From Conversation to Registration: Regulating Advertising and
New Media 6. The Future of Advertising-Funded Media