Advertising in contemporary consumer culture

de Burgh-Woodman, H

Advertising in contemporary consumer culture

de Burgh-Woodman, H

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Publisher:: Springer International Publishing
Publication Type:: Book
Citation:: 2018, pp. 1-273
Issue Date:: 2018-05-28

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Field	Value	Language
dc.contributor.author	de Burgh-Woodman, H https://orcid.org/0000-0003-4747-517X
dc.date.accessioned	2022-08-05T03:29:24Z
dc.date.available	2022-08-05T03:29:24Z
dc.date.issued	2018-05-28
dc.identifier.citation	2018, pp. 1-273
dc.identifier.isbn	9783319779430
dc.identifier.uri	http://hdl.handle.net/10453/159643
dc.description.abstract	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.
dc.language	en
dc.publisher	Springer International Publishing
dc.relation.isbasedon	10.1007/978-3-319-77944-7
dc.rights	info:eu-repo/semantics/closedAccess
dc.title	Advertising in contemporary consumer culture
dc.type	Book
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/DVC (Research)
utslib.copyright.status	closed_access	*
dc.date.updated	2022-08-05T03:29:23Z
pubs.publication-status	Published

Abstract:

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.

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http://hdl.handle.net/10453/159643