Consuming Dance
Choreography and Advertising
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Product details:
- Publisher OUP USA
- Date of Publication 26 July 2018
- ISBN 9780190491376
- Binding Paperback
- No. of pages264 pages
- Size 234x155x22 mm
- Weight 376 g
- Language English
- Illustrations 48 screen stills 0
Categories
Short description:
Whether advertising clothes or technology, dance is staple of advertising today. Consuming Dance offers a clear history and analysis of dance in advertising and demonstrates the ways in which the form articulates with, informs, and reflects U.S. culture.
MoreLong description:
Dance in TV advertisements has long been familiar to Americans as a silhouette dancing against a colored screen, exhibiting moves from air guitar to breakdance tricks, all in service of selling the latest Apple product. But as author Colleen T. Dunagan shows in Consuming Dance, the advertising industry used dance to market items long before iPods. In this book, Dunagan lays out a comprehensive history and analysis of dance commercials to demonstrate the ways in which the form articulates with, informs, and reflects U.S. culture. In doing so, she examines dance commercials as cultural products, looking at the ways in which dance engages with television, film, and advertising in the production of cultural meaning. Throughout the book, Dunagan interweaves semiotics, choreographic analysis, cultural studies, and critical theory in an examination of contemporary dance commercials while placing the analysis within a historical context. She draws upon connections between individual dance-commercials and the discursive and production histories to provide a thorough look into brand identity and advertising's role in constructing social identities.
Dunagan (California State Univ., Long Beach) offers smart, engaging analyses of deployments of dance in television advertising. She demonstrates how dance matters in contexts of commodities, marketplace, and the social lives of American consumption across three generations. Working with several theoretical models, Dunagan argues effectively that dance in advertising arrives as a part of American popular culture and as an active participant in disciplinary discourses....Summing up: Highly recommended.
Table of Contents:
Acknowledgements
About the Companion Web Site
Introduction: Dance and Advertising
Chapter 1. Dance-in-Advertising, Affect, and Contagious Movement
Chapter 2. Commercials as Discursive Assemblages
Chapter 3. Correspondence and Difference: Creating Rapport through Intertextuality
Chapter 4. Consumer Culture and Appropriation: Advertising, Dance, and Social Identity
Chapter 5. Subjectivity and Performative Consumption
Conclusion: Material Bodies and Advertising
Bibliography
Index
