Download or read book Promotional Culture and Convergence written by Helen Powell and published by Routledge. This book was released on 2013-04-17 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: The rapid growth of promotional material through the internet, social media, and entertainment culture has created consumers who are seeking out their own information to guide their purchasing decisions. Promotional Culture and Convergence analyses the environments necessary for creating a culture of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including: promotional culture’s primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions how industries are adapting in the digital age to attract both audiences and advertising revenue the evolving dialogues between ‘new consumers’ and producers and promotional industries. Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.

Download or read book Promotional Culture and Convergence written by Helen Powell and published by Routledge. This book was released on 2013-04-17 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: The rapid growth of promotional material through the internet, social media, and entertainment culture has created consumers who are seeking out their own information to guide their purchasing decisions. Promotional Culture and Convergence analyses the environments necessary for creating a culture of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including: promotional culture’s primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions how industries are adapting in the digital age to attract both audiences and advertising revenue the evolving dialogues between ‘new consumers’ and producers and promotional industries. Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.

Download or read book Advertising in Contemporary Consumer Culture written by Hélène de Burgh-Woodman and published by Springer. This book was released on 2018-03-31 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.

Download or read book The Routledge Companion to Advertising and Promotional Culture written by Emily West and published by Taylor & Francis. This book was released on 2023-04-04 with total page 554 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. This updated edition takes a critical look at advertising and promotion during the explosion of digital and social media, as well as with significant social and cultural shifts, including the COVID-19 pandemic, the rise of the Black Lives Matter movement, the destabilization of democracies and rise of authoritarianism around the world, and intensification of the climate crisis. The book offers global perspectives on advertising and promotion with attention to issues of diversity and difference. It contains eight sections: Historical Perspectives on Advertising and Promotion; Promotional Industries; Advertising Audiences; Advertising Identities; Advertising and/in Crisis; Promotion and Politics; Promotionalism and Its Expansions; and Advertising, Promotion, and the Environment. With chapters written by leading international scholars working at the intersections of media and advertising studies, this book is a go-to source for scholars and students in communication, media studies, and advertising and marketing looking to understand the ways advertising has shaped consumer culture, in the past and present.

Download or read book Promotional Screen Industries written by Paul Grainge and published by Routledge. This book was released on 2015-03-27 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. Promotional Screen Industries is the first book to explore the sector responsible for this thriving area of media production. In a wide-ranging analysis, Paul Grainge and Catherine Johnson explore the intermediaries – advertising agencies, television promotion specialists, movie trailer houses, digital design companies – that compete and collaborate in the fluid, fast-moving world of promotional screen work. Through interview-based fieldwork with companies and practitioners based in the UK, US and China, Promotional Screen Industries encourages us to see promotion as a professional and creative discipline with its own opportunities and challenges. Outlining how shifts in the digital media environment have unsettled the boundaries of ‘promotion’ and ‘content’, the authors provide new insight into the sector, work, strategies and imaginaries of contemporary screen promotion. With case studies on mobile communication, television, film and live events, this timely book offers a compelling examination of the industrial configurations and media forms, such as ads, apps, promos, trailers, digital shorts, branded entertainment and experiential media, that define promotional screen culture at the beginning of the twenty-first century.

Download or read book Creativity and Advertising written by Andrew McStay and published by Routledge. This book was released on 2013-06-19 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity and Advertising develops novel ways to theorise advertising and creativity. Arguing that combinatory accounts of advertising based on representation, textualism and reductionism are of limited value, Andrew McStay suggests that advertising and creativity are better recognised in terms of the ‘event’. Drawing on a diverse set of philosophical influences including Scotus, Spinoza, Vico, Kant, Schiller, James, Dewey, Schopenhauer, Whitehead, Bataille, Heidegger and Deleuze, the book posits a sensational, process-based, transgressive, lived and embodied approach to thinking about media, aesthetics, creativity and our interaction with advertising. Elaborating an affective account of creativity, McStay assesses creative advertising from Coke, Evian, Google, Sony, Uniqlo and Volkswagen among others, and articulates the ways in which award-winning creative advertising may increasingly be read in terms of co-production, playfulness, ecological conceptions of media, improvisation, and immersion in fields and processes of corporeal affect. Philosophically wide-ranging yet grounded in robust understanding of industry practices, the book will also be of use to scholars with an interest in aesthetics, art, design, media, performance, philosophy and those with a general interest in creativity. Andrew McStay lectures at Bangor University and is author of Digital Advertising, and The Mood of Information: A Critique of Online Behavioural Advertising and Deconstructing Privacy, the latter forthcoming in 2014.

Download or read book Media and Convergence Management written by Sandra Diehl and published by Springer Science & Business Media. This book was released on 2013-05-24 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to describe the merging of formerly distinct functions, markets and fields of application, which has changed the way companies operate and consumers perceive and process media content. These transformations have not only led business practices to change and required companies to adapt to new conditions, they also continue to have a lasting impact on research in this area. This book’s main purpose is to shed some light on crucial phenomena of media and convergence management, while also addressing more specific issues brought about by innovations related to media, technologies, industries, business models, consumer behavior and content management. This book gathers insights from renowned academic researchers and pursues a highly interdisciplinary approach. It will serve as a valuable reference guide for students, practitioners and researchers interested in media convergence processes.

Download or read book Marketing in Context written by Chris Hackley and published by Springer. This book was released on 2013-11-14 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

Download or read book Convergence Culture written by Henry Jenkins and published by NYU Press. This book was released on 2008-09 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: “What the future fortunes of [Gramsci’s] writings will be, we cannot know. However, his permanence is already sufficiently sure, and justifies the historical study of his international reception. The present collection of studies is an indispensable foundation for this.” —Eric Hobsbawm, from the preface Antonio Gramsci is a giant of Marxian thought and one of the world's greatest cultural critics. Antonio A. Santucci is perhaps the world's preeminent Gramsci scholar. Monthly Review Press is proud to publish, for the first time in English, Santucci’s masterful intellectual biography of the great Sardinian scholar and revolutionary. Gramscian terms such as “civil society” and “hegemony” are much used in everyday political discourse. Santucci warns us, however, that these words have been appropriated by both radicals and conservatives for contemporary and often self-serving ends that often have nothing to do with Gramsci’s purposes in developing them. Rather what we must do, and what Santucci illustrates time and again in his dissection of Gramsci’s writings, is absorb Gramsci’s methods. These can be summed up as the suspicion of “grand explanatory schemes,” the unity of theory and practice, and a focus on the details of everyday life. With respect to the last of these, Joseph Buttigieg says in his Nota: “Gramsci did not set out to explain historical reality armed with some full-fledged concept, such as hegemony; rather, he examined the minutiae of concrete social, economic, cultural, and political relations as they are lived in by individuals in their specific historical circumstances and, gradually, he acquired an increasingly complex understanding of how hegemony operates in many diverse ways and under many aspects within the capillaries of society.” The rigor of Santucci’s examination of Gramsci’s life and work matches that of the seminal thought of the master himself. Readers will be enlightened and inspired by every page.

Download or read book Innovations in Magazine Publishing written by Simon Das and published by Routledge. This book was released on 2021-05-05 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the key developments in the UK magazine industry since 2014 and explains in detail how the business has innovated to survive. Innovations in Magazine Publishing explores the key issues that publishers and editors have had to grapple with in recent years and demonstrates how they have changed their business models and encouraged innovation and creativity. Written in an engaging and accessible style, the authors and contributors have drawn on years of industry expertise and contacts to examine the massive changes that have taken place in the areas of content creation and advertising in the last decade. Beginning with a highly useful summary of UK magazine publishing history, the book then provides a detailed focus on how magazines have had to adapt to a declining revenue picture in both copy and advertisement sales. This discussion considers changes in ownership and the supply chain, mutual dependency on social media, the rapid growth of the independent sector, investing in brand and product extensions, and how media companies themselves have changed to meet the demands of the new era. The important issue of ethnic diversity within the UK publishing industry is addressed and the introduction also includes a discussion of the effects of the Covid-19 pandemic on the industry, and how the magazine business will need to respond to whatever the future may bring. This comprehensive overview of the current state of the industry is a vital resource for students, researchers and professionals in magazine journalism, as well as for those studying media and journalism studies more generally.

Download or read book The Advertising Handbook written by Sean Brierley and published by Routledge. This book was released on 2018-02-28 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Download or read book Advertising and Promotion written by Chris Hackley and published by SAGE. This book was released on 2014-11-10 with total page 478 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose. New to the third edition: chapter on strategy and creativity additional case studies with increased global coverage including emerging markets images of classic and recent ads from the street, print, online and television increased coverage of the internet, social media and their effects on advertising companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.

Download or read book Fashion Film written by Nick Rees-Roberts and published by Bloomsbury Publishing. This book was released on 2018-12-13 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: The moving image has become a key marketing tool for luxury fashion, central in enabling brands to shape their visual codes and extend their brand awareness. Fashion Film is the first detailed study of the shifting shape of fashion imagery in the digital age, investigating the role of the moving image in the promotion, communication and spectacle of contemporary fashion. Combining interdisciplinary analysis of cinema and digital culture, this ground-breaking book traces the emergence of fashion film in the 21st century through its historical roots in pre-digital forms of photography, experimental cinema, mass-media advertising and documentary film-making, right up to today's visual spread of contemporary fashion on video blogs, online magazines and live-streamed catwalk shows. Examining collaborations between fashion designers and pioneering image-makers such as Guy Bourdin, Jean-Paul Goode, William Klein and Nick Knight, the book highlights the critical tension between the fashion film conceived as a creative endeavour and as commercial enterprise. Fashion Film also includes a parallel focus on factual representations of fashion through the recent rise of documentary fashion film that goes behind the scenes to follow the processes and personalities involved in making fashion. Accessible and well-illustrated, Fashion Film will appeal to students and scholars of fashion, film, media, photography, celebrity, sociology and cultural studies.

Download or read book Production Studies The Sequel written by Miranda Banks and published by Routledge. This book was released on 2015-07-03 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Production Studies, The Sequel! is an exciting exploration of the experiences of media workers in local, global, and digital communities—from prop-masters in Germany, Chinese film auteurs, producers of children’s television in Qatar, Italian radio broadcasters, filmmakers in Ethiopia and Nigeria, to seemingly-autonomous Twitterbots. Case studies examine international production cultures across five continents and incorporate a range of media, including film, television, music, social media, promotional media, video games, publishing and public broadcasting. Using the lens of cultural studies to examine media production, Production Studies, The Sequel! takes into account transnational production flows and places production studies in conversation with other major areas of media scholarship including audience studies, media industries, and media history. A follow-up to the successful Production Studies, this collection highlights new and important research in the field, and promises to generate continued discussion about the past, present, and future of production studies.

Download or read book Introducing Korean Popular Culture written by Youna Kim and published by Taylor & Francis. This book was released on 2023-06-28 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: This new textbook is a timely and interdisciplinary resource for students looking for an introduction to Korean popular culture, exploring the multifaceted meaning of Korean popular culture at micro and macro levels and the process of cultural production, representation, circulation and consumption in a global context. Drawing on perspectives from the humanities and social sciences, including media and communications, film studies, musicology, cultural studies, sociology, anthropology, history and literature, this book provides a comprehensive and up-to-date overview of Korean popular culture and its historical underpinnings, changing roles and dynamic meanings in the present moment of the digital social media age. The book’s sections include: K-pop Music Popular Cinema Television Web Drama, Webtoon and Animation Digital Games and Esports Lifestyle Media, Fashion and Food Nation Branding An accessible, comprehensive and thought-provoking work, providing historical and contemporary contexts, key issues and debates, this textbook will appeal to students of and providers of courses on popular culture, media studies and Korean culture and society more broadly.

Download or read book Branded Entertainment and Cinema written by Gloria Dagnino and published by Routledge. This book was released on 2019-11-25 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill this gap, by focusing on the economic and cultural influence that advertising and advertisers’ interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries. Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.

Download or read book Critical Political Economy of the Media written by Jonathan Hardy and published by Routledge. This book was released on 2014-06-20 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: How the media are organised and funded is central to understanding their role in society. Critical Political Economy of the Media provides a clear, comprehensive and insightful introduction to the political economic analysis of contemporary media. Jonathan Hardy undertakes a critical survey of political economy scholarship encompassing worldwide literature, issues and debates, and relationships with other academic approaches. He assesses different ways of making sense of media convergence and digitalisation, media power and influence, and transformations across communication markets. Many of the problems of the media that prompted critical political economy research remain salient, he argues, but the approach must continue to adapt to new conditions and challenges. Hardy advances the case for a revitalised critical media studies for the 21st century. Topics covered include: media ownership and financing news and entertainment convergence and the Internet media globalisation advertising and media alternative media media policy and regulation Introducing key concepts and research, this book explains how political economy can assist students, researchers and citizens to investigate and address vital questions about the media today.