Contemporary hybridisations

By Vitor Zanfagnini

Based on the dialogue and increasingly intense intersections between three players in the contemporary media environment - the advertising market, the entertainment industry and interactive technologies - the monograph seeks to contextualise the scenario of advertising and new media, using the process of advertising hybridisation as a guiding thread. The study sets out to investigate how effectively brands or agencies fulfil one of the main vectors of convergence - interactivity. The research method used is that of communicability evaluation, employed in Human-Computer Interaction. To collect empirical evidence, the Nespresso, Tintas Coral and Polenghi brand applications were selected as case studies.

• Format: Paperback
• Language: English
• ISBN: 6208597048
• ISBN13: 9786208597047
• Release Date: January 2025
• Publisher: Our Knowledge Publishing
• Length: 56 Pages
• Weight: 0.19 lbs.
• Dimensions: 0.1" x 6.0" x 9.0"