Advertising and New Media Christina Spurgeon

ISBN: 9781281064387

Published: August 12th 2008

ebook

135 pages


Description

Advertising and New Media  by  Christina Spurgeon

Advertising and New Media by Christina Spurgeon
August 12th 2008 | ebook | PDF, EPUB, FB2, DjVu, audiobook, mp3, ZIP | 135 pages | ISBN: 9781281064387 | 5.33 Mb

This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from massto my media, Advertising and New Media critically evaluates the social and cultural implicationsMoreThis comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from massto 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 campaignsinterviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.



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