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Branded content: rupture, rapture and reflections.

MacRury, I., 2018. Branded content: rupture, rapture and reflections. Journal of Promotional Communications, 5 (3), 248 - 259.

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This is primarily a discussion about change, a topic relevant to many industries and, particularly, to students as they prepare for exciting but potentially uncertain futures. It is an occasion to think about the implications and emergence of some new promotional idioms such as branded content, sub genres such as ‘native advertising’, and to consider some new generation, high profile, promotional media forms, notably vlogging.

Item Type:Article
Additional Information:This paper was originally given as a keynote at the Bournemouth University Promotional Communication Conference 2017, an event which features final year students presenting their dissertation projects.
Group:Faculty of Media & Communication
ID Code:30217
Deposited By: Symplectic RT2
Deposited On:18 Jan 2018 11:38
Last Modified:14 Mar 2022 14:09


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