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Advertising in Contemporary Consumer Culture - by Hu00e9lu00e8ne De Burgh-woodman (Hardcover)

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About this item

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.
Genre: Business + Money Management, Social Science
Format: Hardcover
Publisher: Springer Verlag
Author: Hu00e9lu00e8ne De Burgh-woodman
Language: English
Street Date: April 12, 2018
TCIN: 53651383
UPC: 9783319779430
Item Number (DPCI): 248-42-7314
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