Advertising and New Media

Front Cover
Routledge, 2008 - Business & Economics - 135 pages

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.

Other editions - View all

Advertising and New Media
Christina Spurgeon
Limited preview - 2007
Advertising and New Media
Christina Spurgeon
Limited preview - 2007
Advertising and New Media
Christina Spurgeon
No preview available - 2008

About the author (2008)

Christina Spurgeon lectures 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 specializing in 'media on media', and as a media and communications researcher and public policy adviser.

Bibliographic information

TitleAdvertising and New Media
AuthorChristina Spurgeon
Editionillustrated
PublisherRoutledge, 2008
ISBN0415430348, 9780415430340
Length135 pages
Subjects › 

Business & Economics / Advertising & Promotion
Business & Economics / Consumer Behavior
Language Arts & Disciplines / Journalism
Social Science / Media Studies
  
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