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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.
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