Assessment: 4,000 word essay answering the following question:
Digital technologies have transformed advertising practices. Critically discuss these changes by focusing on two examples.
The essay needs to follow the next structure:
1. introduction – 1/2 page
2. Context ( for example the cultural/geographical/conceptual context and/or framework) 1 page
3. Literature Review (who and what are the main/key ideas in the field) 2-3 pages
4. Case Study — One should be based in South America (the specific area you are looking at) 3 pages
5. Conclusion 1/2 page
Please try to use the following writers in the literature review:
– McStay, A. (2018). Digital advertising and adtech: programmatic platforms, identity and moments
– Hearn, A. and Shoenhoff, S. (2015) From Celebrity to Influencer: Tracing the Diffusion of Celebrity Value across the Data Stream’, in A Companion to Celebrity, Wiley
Marking Criteria attached
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