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African Luxury Branding

- From Soft Power to Queer Futures
Af: Mehita Iqani Engelsk Paperback

African Luxury Branding

- From Soft Power to Queer Futures
Af: Mehita Iqani Engelsk Paperback
Tjek vores konkurrenters priser

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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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.

 

Produktdetaljer
Sprog: Engelsk
Sider: 122
ISBN-13: 9781032129624
Indbinding: Paperback
Udgave:
ISBN-10: 103212962X
Kategori: Populærkultur
Udg. Dato: 9 okt 2024
Længde: 10mm
Bredde: 139mm
Højde: 214mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 9 okt 2024
Forfatter(e): Mehita Iqani
Forfatter(e) Mehita Iqani


Kategori Populærkultur


ISBN-13 9781032129624


Sprog Engelsk


Indbinding Paperback


Sider 122


Udgave


Længde 10mm


Bredde 139mm


Højde 214mm


Udg. Dato 9 okt 2024


Oplagsdato 9 okt 2024


Forlag Taylor & Francis Ltd

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