Branding diversity : new advertising and cultural strategies / Susie Khamis.

Format:

Book

Author/Creator:

Khamis, Susie.

Series:

Routledge critical advertising studies.

Routledge critical advertising studies

Language:

English

Subjects (All):

Advertising--Social aspects--United States.

Advertising.

Physical Description:

1 online resource (129 pages).

Edition:

1st ed.

Place of Publication:

London : Routledge, 2020.

Summary:

Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything other than popularly agreeable scripts and narratives. On the contrary, advertising is now replete with progressive messaging. Through Budweiser, Gillette, Vogue and Patagonia, Susie Khamis demonstrates that such forays into the political realm are not just shrewd appraisals of popular causes, but also inevitable outcomes of contemporary media and politics. This book will be of interest to scholars in advertising studies, marketing communications and media studies.

Contents:

Cover

Half Title

Series Page

Title

Copyright

Contents

Introduction

1 The rise of programmatic (and problematic) advertising

2 Budweiser

reimagining America's beer

3 Gillette

the best a man can be

4 Vogue

finally fashioning diversity

5 Patagonia

'don't buy this jacket'

Conclusion

References

Index.

Notes:

Includes index.

Description based on print version record.

ISBN:

0-429-62695-9

0-429-03225-0

0-429-62859-5

9780429032257

OCLC:

1138545143