Advertising and New Media by Christina SpurgeonAdvertising and New Media by Christina Spurgeon

Advertising and New Media

byChristina SpurgeonEditorChristina Spurgeon

Paperback | December 14, 2007

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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 Mediacritically 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.
Christina Spurgeonlectures 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 specializin...
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Title:Advertising and New MediaFormat:PaperbackDimensions:144 pages, 9.21 × 6.14 × 0.6 inPublished:December 14, 2007Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415430356

ISBN - 13:9780415430357

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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