Titlebook: Brand Machines, Sensory Media and Calculative Culture; Sven Brodmerkel,Nicholas Carah Book 2016 The Editor(s) (if applicable) and The Auth

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https://doi.org/10.1007/978-3-662-54231-6singly characterised by the incorporation of audience participation into its mode of operation. The chapter features a rich account of the ways the participatory media environment has affected advertising practitioners’ notions of creativity and consumer agency. It then identifies and describes the

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R. T. Pardasani,P. Pardasani,A. Guptarequirements of the participation paradigm described in Chapter 2. The chapter argues that the advertising industry uses central claims made by the neurosciences and behavioural economics regarding humans’ inherently cognitively flawed nature for simultaneously promoting advertising as a valuable ‘u

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R. T. Pardasani,P. Pardasani,A. Guptaention, attraction and affect. It illustrates how advertisers create activations that create and utilise synergies between material devices and consumers’ real-world engagement in branded experiences of various kinds. The authors develop the concept of the . to capture the way these devices help adv

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R. T. Pardasani,P. Pardasani,A. Gupta resistance. The chapter argues that the current forms of advertising critique and regulatory oversight—which are predominantly based on the conceptualisation and evaluation of advertising as a form of textual representation—are inadequate for dealing with the way brands orchestrate consumer partici

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