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《国际广告作业Advertising and New Media》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、AdvertisingandNewMediaConsumersaroundtheworldarerapidlyincorporatingnewnetworkedmediaandcommunicationsintotheirdailylivesand,intheprocess,areacquiringnewformsandcapacitiesofcontrolandinfluenceintheirnegotiationswiththemedia.AdvertisingandNewMediatracksthi
2、sshiftfrom‘mass’to‘my’mediaandconsidershowconversationalinteractionandsocialparticipationarereshapingthesocialrelationsofmediaserviceproviders,advertisersandconsumers.ChristinaSpurgeonprovidesaclearandcomprehensiveintroductiontotheco-evolutionarydevelopme
3、ntofadvertising,newmediaandnewmediaconsumers,withexamplesdrawnfromtheUSA,theUK,Europe,AustraliaandthePeople’sRepublicofChina.Featuresinclude:•evaluationofconsumer-generatedadvertising,includingtheCokeMentosphenomenon,andcomparativeanalysisoftheDove‘RealBe
4、auty’andAxe/Lynx‘Effect’campaigns;•interviewswithindustrypractitioners,providingfirst-handinsightsontheimpactofnewmediaonadvertising;•tablesandfiguresthatsupportdifferentiatedanalysesoftheimpactofchangingmediaconsumptionpatternsonmassmedia.ChristinaSpurge
5、onlecturesinJournalism,MediaandCommunicationintheCreativeIndustriesFacultyattheQueenslandUniversityofTechnologyandisanactive,publishedresearcherandpublicinterestadvocateinmediaandcom-municationindustriesandpolicy.Christinahaspreviouslyworkedasaradioproduc
6、erandjournalistspecializingin‘mediaonmedia’,andasamediaandcommunicationsresearcherandpublicpolicyadviser.AdvertisingandNewMediaChristinaSpurgeonFirstpublished2008byRoutledge2ParkSquare,MiltonPark,Abingdon,OxonOX144RNSimultaneouslypublishedintheUSAandCanad
7、abyRoutledge270MadisonAve,NewYork,NY10016ThiseditionpublishedintheTaylor&Francise-Library,2007.“TopurchaseyourowncopyofthisoranyofTaylor&FrancisorRoutledge’scollectionofthousandsofeBookspleasegotowww.eBookstore.tandf.co.uk.”RoutledgeisanimprintoftheTaylor
8、&FrancisGroup,aninformabusiness©2008ChristinaSpurgeonAllrightsreserved.Nopartofthisbookmaybereprintedorreproducedorutilizedinanyformorbyanyelectronic,mechanical,orothermeans,nowknownorhereafterinvented,includingphot
