On-line digi-ads

David Reid

Research output: Book chapter/Published conference paperChapter (peer-reviewed)peer-review

Abstract

This chapter outlines the development of digital online technology over the last decade and its impact on advertising form and content within a changing consumer culture context. The twenty-fi rst century has witnessed a technological revolution with the successful implementation and incorporation of digital tools into everyday life. Today, a multitude of digital media platforms are available to individuals, communities, businesses and governments. Whilst some traditional viewing platforms, such as television, maintain a healthy audience, others are losing out in a digitally reinvented world. The all-pervasive
impact of digital technology on the advertising of consumer products contributes to changing cultural experiences and in many ways purchasers of goods have gained a consumer power that was denied them in the pre-digital age. Consumption based on traditional brand loyalty is being challenged by price-driven consumerism – an aspect of advertising and marketing enhanced by new digital technology. Change is not just limited to consumer culture. A further
consequence of the development of digital online technology has been to impact on culture more generally. Th is has, since at least the 1990s, been labelled ‘virtual culture’ (Jones 1998), ‘cyber culture’ (Levy 2001), ‘information culture’ (Manovitch 2001) and ‘Internet culture’ (Castells 1996, Castells 2006). This chapter is interested in the place of online digi-ads within these cultures where longer-term effects and directions resulting from this can only be glimpsed in the present configuration.
Original languageEnglish
Title of host publicationAdvertising as culture
EditorsChris Wharton
Place of PublicationBristol, UK
PublisherIntellect Ltd
Chapter8
Pages144-159
Number of pages16
ISBN (Electronic)9781841507873
ISBN (Print)9781841506142
Publication statusPublished - 2013

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