Advertising in Contemporary Consumer Culture

Hélène de Burgh-Woodman (Autor)

Buch | Hardcover

IX, 273 Seiten

2018
Springer International Publishing (Verlag)
978-3-319-77943-0 (ISBN)

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This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari's notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.

Hélène de Burgh-Woodman is Professor and Associate Dean - Research and Academic Development at The University of Notre Dame Sydney School of Business. Hélène has published a range of work on visual aesthetics, consumer culture and marketing theory with a particular interest in inter-disciplinary approaches to the cultural uses of advertising.

1. Introduction.- 2. Postmodern Culture, Convergence and Advertising.- 3. Assemblage Thinking.- 4. Intensities and the Singular Assemblage: Becomings.- 5. Intensities and the Singular Assemblage: Time and Space.- 6. Extensions and the Advertising Suite.- 7. The Oeuvre as Assemblage.- 8. The Assembled Advertisement and the Consumer.

Erscheinungsdatum	16.04.2018
Zusatzinfo	IX, 273 p.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Gewicht	492 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Broadcast Media • Cinema • commercial advertising • Commercials • communications • Consumer behaviour • consumer culture theory • filmmakers • Filmography • media platforms • product branding • Social Media • Transmedia
ISBN-10	3-319-77943-5 / 3319779435
ISBN-13	978-3-319-77943-0 / 9783319779430
Zustand	Neuware