AI Impacts on Branded Entertainment and Advertising - Softcover

Softcover

ISBN 13: 9798369350911

Publisher: Business Science Reference, 2025

Synopsis

Connecting with the public, especially the younger generations, is challenging for brands and agencies unless they leverage new communication technologies to create engagement and foster more critical and active audiences. Consumers, often overwhelmed by messages and products, no longer need to avoid intrusive advertising. Instead, in this new advertising paradigm, they seek out brands and their advertisements to form a positive emotional connection. This intimate bond benefits both the brand and the consumer, acting as a loudspeaker for the brand's values and message. In this context, creativity and professional creatives are reaffirmed as the key differentiators for modern advertising agencies. These agencies need well-trained professionals who are not afraid to use new communication methods, including entertainment and emerging technologies like AI, which, despite being unregulated, are here to stay. AI Impacts on Branded Entertainment and Advertising explores the scientific foundations on the use of AI and branded content, understanding it as an essential tandem for the understanding of the advertising (and social) reality. Covering topics such as non-conventional media, influencer marketing, and avatar, this book is an excellent resource for marketing directors, brand creators, communication professionals, computer developers, corporate professionals, researchers, scholars, professionals, academicians, and more.

About this title

About the Author

Blanca Miguélez-Juan holds a Ph.D. in Social Communication with honors (Cum Laude) and international mention from the University of the Basque Country/Euskal Herriko Unibertsitatea (UPV/EHU) and a degree in Advertising and Public Relations from the same university. She has had a professional career linked to Art Direction in several prestigious Spanish advertising agencies (Publicis, Leo Burnett, Contrapunto BBDO). She is currently Assistant Professor in the Department of Audiovisual Communication and Advertising, in the Faculty of Social Sciences and Communication of the UPV/EHU and has been accredited as an Associate Professor. As a teacher she has taught in the Degree in Advertising and Public Relations at the University of the Basque Country and has also taught in this same degree in several Spanish public and private universities: Universidad Complutense de Madrid, Universidad de Valladolid, Universidad de Sevilla, Universidad Loyola Andalucía, Universidad Camilo José Cela. Her lines of research focus on higher education in the European Higher Education Area (EHEA), digital communication, branded content, art direction, advertising creativity, new professional profiles in the field of communication and child and teen consumption. In the field of research, she is also a member of the Bitartez Consolidated Research Group and a member of the Audiovisual Observatory Ikusiker. And it is also worth mentioning the research stays in national and international universities, the presentation of papers at international conferences, the publication of scientific articles and numerous book chapters in academic publishers ranked among the top of the SPI ranking of publishers. She is also coeditor of the Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape of IGI Global.

Edition details

• Publisher: Business Science Reference
• Publication date: 2025
• Language: English
• ISBN 13: 9798369350911
• Binding: Paperback
• Number of pages: 426
• Editor: Miguélez-Juan Blanca, Rebollo-Bueno Sara