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portada Young People and Advertising Consumption in the Media Universe. How does Generation Y behave in a world surrounded by advertising on all sides?
Type
Physical Book
Publisher
Author
Year
2025
Language
English
Pages
84
Format
Paperback
Dimensions
22x15 cm
ISBN13
9786202416733

Young People and Advertising Consumption in the Media Universe. How does Generation Y behave in a world surrounded by advertising on all sides?

João Ricardo Matta (Author) · Our Knowledge Publishing · Paperback

Young People and Advertising Consumption in the Media Universe. How does Generation Y behave in a world surrounded by advertising on all sides? - João Ricardo Matta

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Synopsis "Young People and Advertising Consumption in the Media Universe. How does Generation Y behave in a world surrounded by advertising on all sides?"

This book explores how Generation Y youth consume media and relate to advertising, taking into account the contemporary scenario of abundance and proliferation of information everywhere. The author investigated these young people's perceptions of various communication tools and strategies, such as merchandising, transmedia storytelling, and multimedia advertising, among others. The book also addresses curious aspects of topics such as the stories inserted in advertisements, from the time of Monteiro Lobato, with his character Jeca Tatu, created for the famous Biotônico Fontoura medicine, to advertising in the digital world and the omnipresence of the media.

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The book is written in English.

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The binding of this edition is Paperback.

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