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Advertising and New Media offers a comprehensive exploration of the evolving relationship between advertising and digital communication. Focusing on the transformation from traditional 'mass' media to personalized 'my' media, the book examines how increased interactivity and the creative contributions of consumers are reshaping the landscape of advertising. Through a critical lens, the work highlights the social and cultural ramifications emerging across diverse regions including the USA, the UK, Europe, Australia, and the People's Republic of China. Drawing on both theoretical insights and practical perspectives, Christina Spurgeon investigates the rise of consumer-generated advertising and its impact on established practices. The book includes compelling analyses and interviews with industry practitioners, providing first-hand insights into the dynamic nexus between new media and advertising. Published by Routledge in 2007 in paperback format, this concise 144-page volume remains an essential resource for understanding the future direction of advertising in a digital world.
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