Advertising and New Media

Advertising and New Media (Paperback)

By Spurgeon Christ , Christina Spurgeon 
Publisher: Routledge
Edition: Paperback
Language: English
ISBN: 0415430356
EAN: 9780415430357
No. of Units: 1
No. of Pages: 144
Publish Date: 2007-11-1
Binding: Paperback
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Description

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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Specification

Title: Advertising and New Media
Publisher: Routledge
Author: Spurgeon Christ , Christina Spurgeon
Edition: Paperback
Language: English
ISBN: 0415430356
EAN: 9780415430357
No. of Units: 1
No. of Pages: 144
Publish Date: 2007-11-1
Binding: Paperback

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