杭州电子科技大学图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

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

出版发行项:

London ; New York, NY : Routledge, 2020.

ISBN:

9780367145446

载体形态项:

128 pages ; 23 cm.

丛编说明:

Routledge Critical Advertising Studies

丛编统一题名:

Taylor & Francis Evidence-Based E-Books Leased.

丛编统一题名:

Routledge critical advertising studies.

个人责任者:

Khamis, Susie, author.

论题主题:

Advertising-Social aspects-United States-Case studies.

论题主题:

Advertising-Political aspects-United States-Case studies.

论题主题:

Branding (Marketing)-Social aspects-United States-Case studies.

论题主题:

Branding (Marketing)-Political aspects-United States-Case studies.

论题主题:

Cultural pluralism in advertising-United States.

中图法分类号:

F713.8

书目附注:

Includes bibliographical references and index.

内容附注:

The rise of programmatic (and problematic) advertising -- Budweiser : reimagining America's beer -- Gillette : the best a man can be -- Vogue : finally fashioning diversity -- Patagonia : 'Don't buy this jacket'.

摘要附注:

"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, 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"--

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