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Advertising and New Media

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SKU 9780415430357 Categories ,
Select Guide Rating
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.

This comprehensive introduction explores the...

£36.99

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Description

Product ID:9780415430357
Product Form:Paperback / softback
Country of Manufacture:GB
Title:Advertising and New Media
Authors:Author: Christina Spurgeon
Page Count:144
Subjects:History, Humanities, Media studies, News media and journalism, Media, entertainment, information and communication industries, Media studies, Press & journalism, Advertising industry
Description:Select Guide Rating
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.

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.

Imprint Name:Routledge
Publisher Name:Taylor & Francis Ltd
Country of Publication:GB
Publishing Date:2007-11-01