Advertising in Contemporary Consumer Culture

  • Hélène de Burgh-Woodman

Table of contents

  1. Front Matter
    Pages i-ix
  2. Hélène de Burgh-Woodman
    Pages 1-18
  3. Hélène de Burgh-Woodman
    Pages 19-52
  4. Hélène de Burgh-Woodman
    Pages 53-64
  5. Hélène de Burgh-Woodman
    Pages 65-109
  6. Hélène de Burgh-Woodman
    Pages 111-149
  7. Hélène de Burgh-Woodman
    Pages 151-183
  8. Hélène de Burgh-Woodman
    Pages 185-217
  9. Hélène de Burgh-Woodman
    Pages 219-237
  10. Back Matter
    Pages 239-273

About this book

Introduction

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.

Keywords

Transmedia social media commercials filmography cinema broadcast media product branding consumer culture theory consumer behaviour filmmakers commercial advertising media platforms communications

Authors and affiliations

  • Hélène de Burgh-Woodman
    • 1
  1. 1.The University of Notre Dame AustraliaSydneyAustralia

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-77944-7
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2018
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-77943-0
  • Online ISBN 978-3-319-77944-7
  • About this book