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Advertising and New Media de Christina Spurgeon

Advertising and New Media

Autor Christina Spurgeon
en Limba Engleză Paperback – noi 2007
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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Specificații

ISBN-13: 9780415430357
ISBN-10: 0415430356
Pagini: 144
Ilustrații: 3 tables
Dimensiuni: 156 x 234 x 8 mm
Greutate: 0.27 kg
Ediția:New.
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Cuprins

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 
 

Notă biografică

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.

Descriere

Clear and comprehensive, this book explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from ‘mass’ media to ‘my’ media, examples are taken from across the globe.