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.

About the Author

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.

Book Information
ISBN 9780415430357
Author Christina Spurgeon
Format Paperback
Page Count 144
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 270g