Branding diversity: New advertising and cultural strategies

Khamis, S

Branding diversity: New advertising and cultural strategies

Khamis, S

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Publisher:: Routledge
Publication Type:: Book
Citation:: 2020, pp. 1-122
Issue Date:: 2020-01-01

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Field	Value	Language
dc.contributor.author	Khamis, S https://orcid.org/0000-0002-6513-6844
dc.date.accessioned	2020-10-07T22:29:56Z
dc.date.available	2020-10-07T22:29:56Z
dc.date.issued	2020-01-01
dc.identifier.citation	2020, pp. 1-122
dc.identifier.isbn	9780367145446
dc.identifier.uri	http://hdl.handle.net/10453/143131
dc.description.abstract	© 2020 Susie Khamis. 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.
dc.language	en
dc.publisher	Routledge
dc.relation.isbasedon	10.4324/9780429032257
dc.rights	info:eu-repo/semantics/restrictedAccess
dc.title	Branding diversity: New advertising and cultural strategies
dc.type	Book
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/School of Communication
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	closed_access	*
dc.date.updated	2020-10-07T22:29:53Z
pubs.publication-status	Published

Abstract:

© 2020 Susie Khamis. 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.

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http://hdl.handle.net/10453/143131