Advertising in Contemporary Consumer Culture - Softcover

De Burgh-Woodman, Hélène

Softcover

ISBN 10: 3030085805 ISBN 13: 9783030085803

Publisher: Palgrave Macmillan, 2018

Synopsis

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.

About this title

About the Author:

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.

About this edition

• Publisher: Palgrave Macmillan
• Publication date: 2018
• ISBN 10: 3030085805
• ISBN 13: 9783030085803
• Binding: Paperback
• Number of pages: 282