Advertising and New Media: 1st Edition (Paperback) book cover

Advertising and New Media

1st Edition

By Christina Spurgeon

Routledge

144 pages

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Paperback: 9780415430357
pub: 2007-11-01
$37.95
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Hardback: 9780415430340
pub: 2007-10-31
Currently out of stock
$130.00
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eBook (VitalSource) : 9780203935521
pub: 2007-10-31
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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.

Table of Contents

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

About the Author

Christina Spurgeon lectures in Journalism, Media and Communication in the Creative Industries Faculty at the Queensland University of Technology. She is an active, published researcher and public interest advocate in media and communication industries and policy. Chris has previously worked as a radio producer and journalist specializing in ‘media on media’, and as a media and communications researcher and public policy adviser.

Subject Categories

BISAC Subject Codes/Headings:
LAN008000
LANGUAGE ARTS & DISCIPLINES / Journalism
SOC052000
SOCIAL SCIENCE / Media Studies