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Title:
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Alternative Uses of Traditional Media: How Interactive Media is Changing Conventional Advertising
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Creator:
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Albuquerque, Michael
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Subject:
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Thesis (M.F.A.) -- Advertising Design
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Subject:
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Savannah College of Art and Design -- Department of Advertising Design
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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This thesis seeks to examine the new elements of advertising that have become an
essential part of the Integrated Marketing Communication mix. Throughout this study
there will be explorations on how the public’s perception has been influenced by the new
dynamic of social interactivity that has developed in the last decade. It will also
investigate the effect that media overload has had on the advertising industry itself and
what solutions can counteract this problem. Furthermore, this research will analyze the
new forms that have been used outside of traditional media and their benefits and
disadvantages. This will lead to a closer look into the convergence of digital and
traditional media, and how they have spawned hybrid ads that bring both media together.
The objective of this thesis is to analyze how interactive media has affected traditional
advertising and how it has been incrementally helping traditional media evolve and
maintain its relevance in modern times.
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Publisher:
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Atlanta, Ga. : Savannah College of Art and Design
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Date:
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2013-03
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Format:
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PDF : 70 p. : ill
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