African Luxury Branding - From Soft Power to Queer Futures (Hardcover)

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 recognizing the importance of African brands staking their claim in luxury, this book also problematizes 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.

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Series:	Routledge Critical Advertising Studies
Release date:	December 2022
First published:	2023
Authors:	Mehita Iqani
Dimensions:	216 x 138 x 13mm (L x W x T)
Format:	Hardcover
Pages:	122
ISBN-13:	978-1-03-212961-7
Categories:	Books > Humanities > General Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Economics > General Books > Earth & environment > Geography > Regional geography Books > Reference & Interdisciplinary > Interdisciplinary studies > Area / regional studies > General Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies > Popular culture Books > Social sciences > Sociology, social studies > Social institutions > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Press & journalism Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry Promotions
LSN:	1-03-212961-1
Barcode:	9781032129617

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