Contemporary hybridisations

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Based 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.