Branding Diversity: New Advertising and Cultural Strategies, 1st Edition (e-Book) book cover

Branding Diversity

New Advertising and Cultural Strategies, 1st Edition

By Susie Khamis


6 pages

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Hardback: 9780367145446
pub: 2020-02-04
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eBook (VitalSource) : 9780429032257
pub: 2020-01-27
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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


  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’


About the Author

Susie Khamis is Senior Lecturer in the School of Communication at the University of Technology Sydney, Australia.

About the Series

Routledge Critical Advertising Studies

Routledge Critical Advertising Studies tracks the profound changes that have taken place in the field of advertising. Presenting thought-provoking scholarship from both prominent scholars and emerging researchers, these groundbreaking short form publications cover cutting-edge research concerns and contemporary issues within the field. Titles in the series explore emerging trends, present detailed case studies and offer new assessments of topics such as branded content, economic surveillance, product placement, gender in marketing, and promotional screen media. Responding quickly to the latest developments in the field, the series is intellectually compelling, refreshingly open, provocative and action-oriented.

Anyone interested in contributing to the series should contact the series editor Jonathan Hardy at [email protected]

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Media Studies