ENGLISH

Advertising in Contemporary Consumer Culture

By Hélène de Burgh-Woodman

Book information

Publisher
Springer International Publishing;Palgrave Macmillan
Year
2018
ISBN
978-3-319-77943-0, 978-3-319-77944-7
Language
english
Format
PDF
Filesize
3 MB (2797224 bytes)
Edition
1st ed.
Pages
IX, 273\275
Time added
2018-08-15 07:07:45
Business and Management; Marketing; Media and Comm

Description

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. Front Matter ....Pages i-ix Introduction (Hélène de Burgh-Woodman)....Pages 1-18 Postmodern Culture, Convergence and Advertising (Hélène de Burgh-Woodman)....Pages 19-52 Assemblage Thinking (Hélène de Burgh-Woodman)....Pages 53-64 Intensities and the Singular Assemblage: Becomings (Hélène de Burgh-Woodman)....Pages 65-109 Intensities and the Singular Assemblage: Time and Space (Hélène de Burgh-Woodman)....Pages 111-149 Extensions and the Advertising Suite (Hélène de Burgh-Woodman)....Pages 151-183 The Oeuvre as Assemblage (Hélène de Burgh-Woodman)....Pages 185-217 The Assembled Advertisement and the Consumer (Hélène de Burgh-Woodman)....Pages 219-237 Back Matter ....Pages 239-273

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