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Celebrity and the American Political Process - Integrated Marketing Communication (Hardcover)
Loot Price: R2,254
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Celebrity and the American Political Process - Integrated Marketing Communication (Hardcover)
Series: Integrated Marketing Communication
Expected to ship within 12 - 17 working days
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Integrated Marketing Communication: Celebrity and the American
Political Process uses an integrated marketing communication
perspective to examine the brand of the celebrity as it is brought
into the American political system, primarily in the form of
celebrity endorsements and branding, as candidates, causes, and
movements use celebrities as a strategy to reach voters. Jennifer
Brubaker posits that while the relationship between celebrities and
political issues is hardly new, it has evolved into a significant
connection-in the past, it was a novelty to see a politically
active celebrity; today, it's becoming an expectation related to
fame. Using integrated marketing communication and persuasion
theory, Brubaker argues that establishing candidates' brand
identity is a critical factor in determining whether they win or
lose an election, and celebrity-politics relationships are a
central tool in building a candidates' brand identity. Scholars of
political science, communication, marketing, and history will find
this book particularly useful.
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