Your Ad Here: The Cool Sell Of Guerrilla Marketing (postmillennial Pop)
by Michael Serazio /
2013 / English / PDF
2.5 MB Download
2015 Susanne K. Langer Award for Outstanding Scholarship, Media
Ecology Association
2015 Susanne K. Langer Award for Outstanding Scholarship, Media
Ecology Association
2013 Book of the Year, Visual Communication Division, National
Communication Association
2013 Book of the Year, Visual Communication Division, National
Communication Association
Amidst 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
Amidst 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. InYour Ad Here
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
, 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 theAmerica’s Army
America’s Army video game to Pabst Blue Ribbon’s
“hipster hijack,” from buzz agent bloggers and tweeters to
video game to Pabst Blue Ribbon’s
“hipster hijack,” from buzz agent bloggers and tweeters toThe Dark Knight
The Dark Knight’s “Why So Serious?” social labyrinth.
’s “Why So Serious?” social labyrinth.
Blending rigorous analysis with eye-opening reporting and lively
prose,
Blending rigorous analysis with eye-opening reporting and lively
prose,Your Ad Here
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.
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.
