Branding Diversity: New Advertising and Cultural Strategies

1st Edition

Susie Khamis

February 20, 2020 Forthcoming
Reference - 152 Pages
ISBN 9780367145446 - CAT# K410727
Series: Routledge Critical Advertising Studies


Available for pre-order. Item will ship after February 20, 2020
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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, 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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