Advertising and New Media (BOK)

Christina Spurgeon

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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 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.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2007 Forfatter Christina Spurgeon
Forlag
ROUTLEDGE
ISBN 9780415430357
Antall sider 144 Dimensjoner 15,6cm x 23,4cm x 1,4cm
Vekt 226 gram Leverandør Bertram Trading Ltd
Emner og form Media studies, Advertising