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.
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