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.
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.
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.
1. Advertising and the New Media of Mass Conversation 2. From the `Long Tail' to `Madison and Vine': Trends in Advertising and New Media 3. Integrating Interactivity: Globalization and the Gendering of Creative Advertising 4. Mobilizing the Local: Advertising and Cell Phone Industries in China 5. From Conversation to Registration: Regulating Advertising and New Media 6. The Future of Advertising-Funded Media