http://rockpile.phys.virginia.edu/mod04/mod34.pdf Paul Fendley: "Now let's see what this does to the frequency of the light. We know that even without special relativity, observers moving at different velocities measure different frequencies. (This is the reason the pitch of an ambulance changes as it passes you it doesn't change if you're on the ambulance). This is called the Doppler shift, and for small relative velocity v it is easy to show that the frequency shifts from f to f(1+v/c) (it goes up heading toward you, down away from you). There are relativistic corrections, but these are negligible here."
That is, in the moving-observer case, the frequency is proportional to c'=c+v, the speed of light relative to the moving observer:
f' = f(1+v/c) = (c+v)/lambda = c'/lambda
http://www.hep.man.ac.uk/u/roger/PHYS10302/lecture18.pdf Roger Barlow, Professor of Particle Physics: "The Doppler effect - changes in frequencies when sources or observers are in motion - is familiar to anyone who has stood at the roadside and watched (and listened) to the cars go by. It applies to all types of wave, not just sound. (...) Moving Observer. Now suppose the source is fixed but the observer is moving towards the source, with speed v. In time t, ct/lambda waves pass a fixed point. A moving point adds another vt/lambda. So f'=(c+v)/lambda."