Advertising agency engagement and regulatory empowerment in the world of new media
This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new m...
| Main Authors: | , , , |
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| Format: | Conference Paper |
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University of Western Sydney
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/7773 |
| _version_ | 1848745466778353664 |
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| author | Dickinson, Sonia Waller, D. Kerr, G. Mortimer, K. |
| author2 | Daniela Spanjaard |
| author_facet | Daniela Spanjaard Dickinson, Sonia Waller, D. Kerr, G. Mortimer, K. |
| author_sort | Dickinson, Sonia |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a ban by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates an opportunity for engagement, however,feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered. |
| first_indexed | 2025-11-14T06:17:49Z |
| format | Conference Paper |
| id | curtin-20.500.11937-7773 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:17:49Z |
| publishDate | 2008 |
| publisher | University of Western Sydney |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-77732022-11-21T05:19:40Z Advertising agency engagement and regulatory empowerment in the world of new media Dickinson, Sonia Waller, D. Kerr, G. Mortimer, K. Daniela Spanjaard Sara Denize Neeru Sharma Controversial advertising New media Advertiser engagement Interviews Regulatory empowerment This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a ban by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates an opportunity for engagement, however,feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered. 2008 Conference Paper http://hdl.handle.net/20.500.11937/7773 University of Western Sydney fulltext |
| spellingShingle | Controversial advertising New media Advertiser engagement Interviews Regulatory empowerment Dickinson, Sonia Waller, D. Kerr, G. Mortimer, K. Advertising agency engagement and regulatory empowerment in the world of new media |
| title | Advertising agency engagement and regulatory empowerment in the world of new media |
| title_full | Advertising agency engagement and regulatory empowerment in the world of new media |
| title_fullStr | Advertising agency engagement and regulatory empowerment in the world of new media |
| title_full_unstemmed | Advertising agency engagement and regulatory empowerment in the world of new media |
| title_short | Advertising agency engagement and regulatory empowerment in the world of new media |
| title_sort | advertising agency engagement and regulatory empowerment in the world of new media |
| topic | Controversial advertising New media Advertiser engagement Interviews Regulatory empowerment |
| url | http://hdl.handle.net/20.500.11937/7773 |