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Advertising and New Media [Paperback]

Christina Spurgeon (Author)

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Product details

Paperback: 144 pages
Publisher: Routledge; 1 edition (1 Nov 2007)
Language English
ISBN-10: 0415430356
ISBN-13: 978-0415430357
Product Dimensions: 23.2 x 15.4 x 1.4 cm
Amazon Bestsellers Rank: 776,590 in Books (See Top 100 in Books)
- #89 in Books > Business, Finance & Law > Reference & Education > Intercultural

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Product 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.

Inside This Book (Learn More)

Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index

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