Advertising and New Media
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 an...
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 an...
