Branding Diversity

New Advertising and Cultural Strategies

Susie Khamis

• Publisher: Routledge
• Year: 2020
• ISBN:
  9780429626951
• Edition: 1
• Topic: Social Sciences
• Subtopic: Media Studies
• Index: Social Sciences

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.

Table of contents

• Cover
• Half Title
• Series Page
• Title
• Copyright
• Contents
• Introduction
• 1 The rise of programmatic (and problematic) advertising
• 2 Budweiser – reimagining America’s beer
• 3 Gillette – the best a man can be
• 4 Vogue – finally fashioning diversity
• 5 Patagonia – ‘don’t buy this jacket’
• Conclusion
• References
• Index