Advertising and New Media
Book Details
Format
Paperback / Softback
ISBN-10
0415430356
ISBN-13
9780415430357
Publisher
Taylor & Francis Ltd
Imprint
Routledge
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Nov 1st, 2007
Print length
144 Pages
Weight
236 grams
Dimensions
23.30 x 15.50 x 1.10 cms
Product Classification:
Media studiesConsumerismAdvertising
Ksh 7,400.00
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Clear and comprehensive, this book explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from ‘mass’ media to ‘my’ media, examples are taken from across the globe.
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.
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