{"product_id":"contemporary-hybridisations-von-vitor-zanfagnini","title":"Contemporary hybridisations","description":"\u003cp\u003eBased on the dialogue and increasingly intense intersections between three players in the contemporary media environment - the advertising market, the entertainment industry and interactive technologies - the monograph seeks to contextualise the scenario of advertising and new media, using the process of advertising hybridisation as a guiding thread. The study sets out to investigate how effectively brands or agencies fulfil one of the main vectors of convergence - interactivity. The research method used is that of communicability evaluation, employed in Human-Computer Interaction. To collect empirical evidence, the Nespresso, Tintas Coral and Polenghi brand applications were selected as case studies.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9786208597047\"\u003e\u003ch3\u003eAnd the challenge of interaction in mobile communication\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9786208597047","offer_id":54044555706693,"sku":"9786208597047","price":35.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/ec4fbedf-16cf-4679-8952-eec56d78270d.jpg?v=1749274959","url":"https:\/\/shop.autorenwelt.de\/en\/products\/contemporary-hybridisations-von-vitor-zanfagnini","provider":"Autorenwelt Shop","version":"1.0","type":"link"}