Figures Acknowledgements Chapter 1. Advertising and the new media of mass conversation Chapter 2. From the 'Long Tail' to 'Madison and Vine': trends in advertising and new media Chapter 3. Integrating interactivity: globalization and the gendering of creative advertising Chapter 4. Mobilizing the local: advertising and cell phone industries in China Chapter 5. From conversation to registration: regulating advertising and new media Chapter 6. The future of advertising-funded media Notes References Interviews Index
Summary
This clear and comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' media to 'my' media, Advertising and New Media critically evaluates the social and cultural implications on increased interactivity and consumer creativity for the future of advertising
Notes
Formerly CIP. Uk
Bibliography
Includes bibliographical references (pages 115-129) and index
