eBook - ePub

Advertising and New Media

Name: Advertising and New Media
ISBN: 9781134086207

Christina Spurgeon,

144 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Advertising and New Media

Christina Spurgeon,

About this book

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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Yes, you can access Advertising and New Media by Christina Spurgeon in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Journalism. We have over one million books available in our catalogue for you to explore.