A report from viralmeister points to the notion that viral advertising is dead - perhaps before it even took off outside the 'early adopter' elite. However, although in advertising industry circles it has received a significant amount of attention, viral still has a long way to go due to being a relatively unknown quantity in consumers' imagination. Perhaps one of the most interesting things about viral is the low-fi/unbranded/no-author approach to consumer solicitation. J.D. Bolter and R. Grusin's (2000) notions of Remediation spring to mind here. The general proposition is that all traces of mediation are removed (in our case anything that gets in the way of users and the brand experience). Anyone got a spare hyperdermic syringe ala Frankfurt School?
If anyone's still in the dark as to what this viral advertising business is all about, here's a decent account from wikipedia
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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