African Luxury Branding
eBook - ePub

African Luxury Branding

From Soft Power to Queer Futures

  1. 122 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

African Luxury Branding

From Soft Power to Queer Futures

Book details
Table of contents
Citations

About This Book

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding.

Building on literature examining the aesthetics and politics of African luxury, this book demonstrates how leading African luxury brands create visual material speaking to complex sensibilities of culture, nature, and future. Iqani shows how powerful brand narratives and strategies reveal ethical and ideological messages that function to re-position Africa in an increasingly congested global marketplace of ideas. In acknowledging that there is a strong political validity to recognizing the importance of African brands staking their claim in luxury, this book also problematizes the role these brands play in the promotion of luxury discourses, advancing the project of capitalism and their contribution to broader patterns of inequality.

Shedding new light not only on luxury branding strategies but also on the idea of a luxurious global "Africanicity" and on the complex cultural politics of South Africa, African Luxury Branding will be of interest to advanced students and researchers in disciplines, including Critical Advertising Studies, African Studies, Media and Communications.

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Yes, you can access African Luxury Branding by Mehita Iqani in PDF and/or ePUB format, as well as other popular books in Business & Media & Communications Industry. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2022
ISBN
9781000814187
Edition
1
Topic
Business
Subtopic
Media & Communications Industry
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Series Page
  4. Title Page
  5. Copyright Page
  6. Contents
  7. List of Figures
  8. Acknowledgements
  9. 1 African Luxury Brands in Global and Local Context
  10. 2 From Africa to the World: Cultural Inheritance as Soft Power
  11. 3 Back to Nature: Beauty and African Luxury Minimalism
  12. 4 Shiny Futures and Afro-Fabulous Queer Luxury
  13. 5 From Soft Power to Queer Futures: New Directions for African Luxury
  14. Appendix 1: Details on Interviews
  15. Bibliography
  16. Index