"This book explores the concept of transmedia storytelling, which is closely related to concepts of convergency, multimedia and intertextuality. It is defined as a process where integral elements of a fiction get dispersed systematically across multiple delivery channels to create a unified and...

"This book examines the use of narration in advertising. It examines narration models, the conceptualization of advertising narration to new media and new media cultures, and narrative theories and practices of advertising discourse and ideology"--

"[This book] is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal...

"This book focuses on the radically evolving field of advertising within the new media environment by covering new strategies, structural transformation of media, and changing advertising ethics"--Provided by publisher.

"This book focuses on the radically evolving field of advertising within the new media environment by covering new strategies, structural transformation of media, and changing advertising ethics"--Provided by publisher