Your Ad Here : The Cool Sell of Guerrilla Marketing / Michael Serazio.
2012
HF5415 .S373 2013
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Online Access
Details
Title
Your Ad Here : The Cool Sell of Guerrilla Marketing / Michael Serazio.
Author
Serazio, Michael, author.
ISBN
9780814764947
Published
New York, NY : : New York University Press, [2012]
Copyright
©2012
Language
English
Language Note
In English.
Description
1 online resource
Item Number
10.18574/nyu/9780814764947.001.0001 doi
Call Number
HF5415 .S373 2013
Dewey Decimal Classification
658.8
Summary
2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association2013 Book of the Year, Visual Communication Division, National Communication AssociationAmidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of "guerrilla marketing" as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America's Army video game to Pabst Blue Ribbon's "hipster hijack," from buzz agent bloggers and tweeters to The Dark Knight's "Why So Serious?" social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of "hidden persuaders" optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell.
Access Note
Access limited to authorized users.
System Details Note
Mode of access: Internet via World Wide Web.
Digital File Characteristics
text file PDF
Source of Description
Description based on online resource; title from PDF title page (publisher's Web site, viewed 18. Sep 2023)
Series
Postmillennial Pop ; ; 12
Available in Other Form
print 9780814745472
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
All Resources
All Resources
Table of Contents
Frontmatter
Contents
Acknowledgments
1. Buying into the Cool Sell
2. The Ambient Governance of Advertainment
3. Street Spectacle and Subculture Jamming
4. Buzz Agency and the Regime of Dialogue
5. Crowd-Sourced Marketing and the Freedom to Labor
6. Managing Agency in the Regime of Engagement
Appendix
Notes
Bibliography
Index
About the Author
Contents
Acknowledgments
1. Buying into the Cool Sell
2. The Ambient Governance of Advertainment
3. Street Spectacle and Subculture Jamming
4. Buzz Agency and the Regime of Dialogue
5. Crowd-Sourced Marketing and the Freedom to Labor
6. Managing Agency in the Regime of Engagement
Appendix
Notes
Bibliography
Index
About the Author