Commercial Communication in the Digital Age
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Edited by:
Gabriele Siegert
About this book
In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media.
But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.
Author / Editor information
Gabriele Siegert und Stephanie Grubenmann, University of Zurich, Switzerland, M. Bjørn von Rimscha, University of Mainz, Germany.
Reviews
Matthias Karmasin in: Publizistik (2018) 63:169–171
Topics
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Frontmatter
i -
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Editor’s Preface
v -
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Contents
vii -
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Introduction: Commercial Communication in the Digital Age – Disinforming Informed Users?
1 - I. Information and Disinformation about Advertising
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1.1 Advertising Critique: Themes, Actors and Challenges in a Digital Age
15 -
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1.2 Information and Disinformation Through Advertising Literacy in Communication Studies: Action Research and Real Social Projects
37 -
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1.3 Advertising Self-Reference – as Exemplified by the International Festival of Creativity
57 - II. Information and Disinformation through Advertising
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2.1 Human Processing of Commercial Information in Digital Environments
75 -
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2.2 Trade Practices and Consumer Disinformation
89 -
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2.3 Greenwashing: Disinformation through Green Advertising
105 -
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2.4 The Rise of Brand Journalism
121 - III. Information about Users
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3.1 Micro-Moments, Liquidity, Intimacy and Automation: Developments in Programmatic Ad-tech
143 -
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3.2 The Legal and Ethical Aspects of Collecting and Using Information about the Consumer
161 -
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3.3 The Internet of Things as Disruptive Innovation for the Advertising Ecosystem
183 - IV. Inclusion of Users in the Creation of Advertising
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4.1 The Rhetoric of Marketing Co-creation
209 -
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4.2 Spread the Word – The Effect of Word of Mouth in e-Marketing
227 -
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4.3 User-Generated Internet Memes as Advertising Vehicles: Visual Narratives as Special Consumer Information Sources and Consumer Tribe Integrators
247 -
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List of Contributors – Short Biographies
267
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Manufacturer information:
Walter de Gruyter GmbH
Genthiner Straße 13
10785 Berlin
productsafety@degruyterbrill.com
