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Advertising and New Media - 9780415430357
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Product Details
Author:
Christina Spurgeon
Format:
Paperback
Pages:
144
Publisher:
Taylor & Francis (November 1, 2007)
Language:
English
ISBN-13:
9780415430357
Weight:
9.625oz
Dimensions:
6.125" x 9.1875"
File:
TAYLORFRANCIS-TayFran_260123055529364-20260123.xml
Folder:
TAYLORFRANCIS
List Price:
$55.99
Case Pack:
46
As low as:
$53.19
Publisher Identifier:
P-CRC
Discount Code:
H
Audience:
College/higher education
Country of Origin:
United States
Pub Discount:
30
Imprint:
Routledge
Overview
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.
