Black Social Dance in Television Advertising - by Carla Stalling Huntington (Paperback)

About the Book

The influence of dance upon consumers has long been understood by advertisers. This work investigates the use of black social dance in television advertising. Covering the 1950s through the 2010s in the United States, dance is shown to provide value to brands and to affect consumption experiences. An interdisciplinary work drawing upon anthropological, phenomenological and cultural theoretical approaches, the text provides a theory of dance for a culture that has consistently drawn upon African-American arts to sell products.

Book Synopsis

The influence of dance upon consumers has long been understood by advertisers. This work investigates the use of black social dance in television advertising. Covering the 1950s through the 2010s in the United States, dance is shown to provide value to brands and to affect consumption experiences. An interdisciplinary work drawing upon anthropological, phenomenological and cultural theoretical approaches, the text provides a theory of dance for a culture that has consistently drawn upon African-American arts to sell products.

Review Quotes

"what [Huntington] accomplishes here offers an interesting meld of dance theory and history with commercial need. To say this sheds light on cultural history is putting it mildly-some of the early music illustrated here will shock modern tastes"-Communication Booknotes Quarterly.

About the Author

Carla Stalling Huntington is a marketing and management university professor and has led workshops and retreats on dance meditation across the United States. She's a professional sacred dance facilitator with the Sacred Dance Guild. She lives and works in California.