Advertising and New Media

Christina Spurgeon

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Paperback

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English

Routledge
01 November 2007

Society & Social Sciences; Media studies; Advertising; Advertising industry

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.

By: Christina Spurgeon
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 8mm
Weight: 270g
ISBN: 9780415430357
ISBN 10: 0415430356
Pages: 144
Publication Date: 01 November 2007
Audience: College/higher education , Professional and scholarly , Professional & Vocational , Primary , A / AS level
Format: Paperback
Publisher's Status: Active

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