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Description - Advertising and New Media by Christina Spurgeon

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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Book Details

ISBN: 9780415430357
ISBN-10: 0415430356
Format: Paperback
(234mm x 156mm x mm)
Pages: 144
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 1-Nov-2007
Country of Publication: United Kingdom

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Author Biography - Christina Spurgeon

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.