African luxury branding: from soft power to queer futures
"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 t...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London ; New York, NY
Routledge
2023
|
| Series: | Routledge critical advertising studies
Routledge focus |
| Subjects: | |
| Summary: | "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 recognising the importance of African brands staking their claim in luxury, this book also problematises 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"-- |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | ix, 121 Seiten Illustrationen |
| ISBN: | 9781032129617 9781032129624 |
Staff View
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| spelling | Iqani, Mehita Verfasser (DE-588)1200365194 aut African luxury branding from soft power to queer futures Mehita Iqani London ; New York, NY Routledge 2023 ix, 121 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Routledge critical advertising studies Routledge focus Includes bibliographical references and index "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 recognising the importance of African brands staking their claim in luxury, this book also problematises 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"-- Markenpolitik (DE-588)4144679-3 gnd rswk-swf Luxusware (DE-588)4192135-5 gnd rswk-swf Produktgestaltung (DE-588)4047340-5 gnd rswk-swf Afrika (DE-588)4000695-5 gnd rswk-swf Luxusgüter / (DE-627)091375932 / (DE-2867)10302-6 Markenführung / (DE-627)091376270 / (DE-2867)19129-5 Afrika / (DE-627)091345790 / (DE-2867)17642-3 Branding (Marketing) / Africa Luxuries / Africa Selling / Luxuries / Africa Luxuries / Social aspects / Africa Afrika (DE-588)4000695-5 g Luxusware (DE-588)4192135-5 s Produktgestaltung (DE-588)4047340-5 s Markenpolitik (DE-588)4144679-3 s DE-604 Erscheint auch als Online-Ausgabe 978-1-003-22703-8 |
| spellingShingle | Iqani, Mehita African luxury branding from soft power to queer futures Markenpolitik (DE-588)4144679-3 gnd Luxusware (DE-588)4192135-5 gnd Produktgestaltung (DE-588)4047340-5 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4192135-5 (DE-588)4047340-5 (DE-588)4000695-5 |
| title | African luxury branding from soft power to queer futures |
| title_auth | African luxury branding from soft power to queer futures |
| title_exact_search | African luxury branding from soft power to queer futures |
| title_exact_search_txtP | African luxury branding from soft power to queer futures |
| title_full | African luxury branding from soft power to queer futures Mehita Iqani |
| title_fullStr | African luxury branding from soft power to queer futures Mehita Iqani |
| title_full_unstemmed | African luxury branding from soft power to queer futures Mehita Iqani |
| title_short | African luxury branding |
| title_sort | african luxury branding from soft power to queer futures |
| title_sub | from soft power to queer futures |
| topic | Markenpolitik (DE-588)4144679-3 gnd Luxusware (DE-588)4192135-5 gnd Produktgestaltung (DE-588)4047340-5 gnd |
| topic_facet | Markenpolitik Luxusware Produktgestaltung Afrika |
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