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.
By:
Susie Khamis Imprint: Routledge Country of Publication: United Kingdom Dimensions:
Height: 216mm,
Width: 138mm,
Weight: 100g ISBN:9781032474816 ISBN 10: 1032474815 Series:Routledge Critical Advertising Studies Pages: 128 Publication Date:31 May 2023 Audience:
College/higher education
,
Primary
Format:Paperback Publisher's Status: Active
Introduction 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’ Conclusion
Susie Khamis is Senior Lecturer in the School of Communication at the University of Technology Sydney, Australia.