Authors: Andrew McStay
ISBN-13: 9780230222410, ISBN-10: 0230222412
Format: Paperback
Publisher: Palgrave Macmillan
Date Published: December 2009
Edition: (Non-applicable)
ANDREW MCSTAY is Senior Lecturer for London College of Communication, University of the Arts London, UK. He has also published journals and texts in the areas of advertising, creativity, digital media, ethics and war reporting through new media.
Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising.
List of Illustrations vii
Acknowledgement viii
Chapter 1 Introduction 1
Ubiquity, language and the everyday 2
Scholars, students and practitioners 5
Frame of reference 7
Structure of the book 8
Chapter 2 The History and Business Environment of Digital Advertising 12
Setting the scene 13
Domesticating digital 16
The growth of digital advertising 17
Online advertising spend, internet usage and consumption patterns 21
Digital agencies: trend towards conglomeration 28
Clients 32
Personalized advertising 34
Business, advertising and web 2.0 36
Convergence 41
Chapter 3 Form and Content: Beyond the Pop-up 43
Display 43
Email 46
Classified 48
Search and portals 48
Digital Video 54
Social networks 61
Virtual environments (case example "Second Life") 66
In-game advertising 77
Mobile telephony, locative and outdoor 82
Chapter 4 The Business Practice and Cultural Contours of Dataveillance 89
A history of surveillance, business and consumers 89
Dataveillance, docile bodies and reliance on Bentham's panopticon 100
Control societies and 'dividualization 102
Chapter 5 Conceiving User Approaches to Digital Advertising 109
The departure from cyberspace and the Californian ideology 111
Ubiquitous usage and the "everyday" 116
Active and interactive audiences 120
Interactive audiences and user-generated content 121
Trust 124
Drivers of concern online: contagion 127
Targeting: data aggregation and consumer perspectives 153
Chapter 6 Policy and Regulation 134
Technology and social change 134
Privacy 135
Self-regulation versus legislation in the United States 150
Online behavioural advertising:self-regulatory principles 153
Spam and data protection 163
Advertising to children: the shift to online 167
Exploiting loopholes: the case of viral 172
Chapter 7 Creativity, Science and the New Consumer 175
A brief review of the history of advertising 175
Creativity: central but poorly understood 177
Science versus romanticism 187
Interactivity 190
Creativity in web 2.0 and beyond 194
Getting creative with locative 202
Chapter 8 Conclusions, Ethics and Future Directions 205
On-demand fluidity 206
Adbusting, risk and digital advertising 209
Adbusting and web 2.0 214
Where next? 218
Notes 221
References 229
Index 267