Advertising and New Media

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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
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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Product Details

  • ISBN-13: 9780415430357
  • Publisher: Taylor & Francis
  • Publication date: 1/31/2008
  • Edition description: New Edition
  • Pages: 144
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.60 (d)

Meet the Author

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.

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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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Customer Reviews

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  • Anonymous

    Posted April 11, 2014

    Lexie, OSU Composition, Spring 2014. After doing an in-depth re

    Lexie, OSU Composition, Spring 2014. After doing an in-depth reading of this book I would highly recommend it to anyone interested in the field of advertising. Just like the conductor of an orchestra uses the harmony of music to convey his emotions, Spurgeon uses the consensus of her thoughts to advocate her beliefs on the emerging world of Advertising. Although this book does use quite a bit of technical jargon that can only be expected since it is an upper level publication. If you are looking for a book that is credible and up to date, then this is the book for you. Spurgeon uses information from a variety of sources that allows the reader to fully understand the concepts that she is talking about. The organizational structure of Advertising and New Media flows from a theoretical analysis to more of a user-friendly case study. With the first chapter laying out a blue print to an understanding of the book as a whole, the later chapters go into an in-depth explanation of key points that were touched on in the introduction. Throughout this publication, interviews with industry practitioners can be found providing first-hand insights on the impact of new media. Overall this is a beautifully written book that everyone in the advertising world should be dying to get their hands on.

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