Advertising and New Media by Christina Spurgeon | 9780415430357 | Paperback | Barnes & Noble
Advertising and New Media

Advertising and New Media

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by Christina Spurgeon
     
 

ISBN-10: 0415430356

ISBN-13: 9780415430357

Pub. Date: 01/31/2008

Publisher: Taylor & Francis

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

Overview

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.

Product Details

ISBN-13:
9780415430357
Publisher:
Taylor & Francis
Publication date:
01/31/2008
Edition description:
New Edition
Pages:
144
Product dimensions:
6.10(w) x 9.20(h) x 0.60(d)

Table of Contents

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

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