Advertising and New Media

Advertising and New Media
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144
By:"Christina Spurgeon"
"Language Arts & Disciplines"
Published on 2007-10-31 by Routledge

Media economists, \u003cb\u003eadvertising\u003c/b\u003e industry practitioners and their critics have long \u003cbr\u003e\ndistinguished between informational \u003cb\u003eadvertising\u003c/b\u003e and other forms that rely on so- \u003cbr\u003e\ncalled creative \u003cb\u003etechniques\u003c/b\u003e of persuasion or direct comparison (Mattelart 2002: \u003cbr\u003e\n204; ...

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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.

This Book was ranked 22 by Google Books for keyword advertising techniques.

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