Advertising and New MediaThis 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.
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Contents
Chapter 1 Advertising and the new media of mass conversation | 1 |
Trends in advertising and new media | 24 |
Globalization and the gendering of creative advertising | 46 |
Advertising and cell phone industries in China | 64 |
Regulating advertising and new media | 84 |
Chapter 6 The future of advertisingfunded media | 102 |
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