This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.

Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.

* Lynn Abrams, Oral History Theory 2e, Standard Textbook, March 2016, PB: 1293 (GBP23,616) * Matthew Bailey, Managing the Marketplace: Reinventing Shopping Centres in Post-War Australia, Mono, June 2020, HB: 13, (GBP1,138)

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.

Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.

Addressed to all readers of poetry, this is a book about the poet's role throughout the last three centuries. The Modern Poet shows how many successive generations of poets across the English-speaking world have had to collaborate and to battle with the culture of the universities.

I am writing this book for the people of the world. I am hoping that you can receive the hope and inspiration that I have and that you can see that you are not alone in your struggles. You will be able to see with what is in this book all that I have encountered in my life and that I am still here. I believe that I am here to show you that there is hope and a purpose for your life.

Life cycle assessment enables the identification of a broad range of potential environmental impacts occurring across the entire life of a product, from its design through to its eventual disposal or reuse. The need for life cycle assessment to inform environmental design within the built environment is critical, due to the complex range of materials and processes required to construct and manage our buildings and infrastructure systems.

After outlining the framework for life cycle assessment, this book uses a range of case studies to demonstrate the innovative input-output-based hybrid approach for compiling a life cycle inventory. This approach enables a comprehensive analysis of a broad range of resource requirements and environmental outputs so that the potential environmental impacts of a building or infrastructure system can be ascertained. These case studies cover a range of elements that are part of the built environment, including a residential building, a commercial office building and a wind turbine, as well as individual building components such as a residential-scale photovoltaic system.

Comprehensively introducing and demonstrating the uses and benefits of life cycle assessment for built environment projects, this book will show you how to assess the environmental performance of your clients' projects, to compare design options across their entire life and to identify opportunities for improving environmental performance.

Can religion be defined? Is the world designed? What do different peoples really believe? How can these beliefs best be understood?
We all know what religion is - or do we? Confronted with religious pluralism and cultural diversity, it manifests itself in many forms. What is Religion? serves not only as an introduction to the different belief systems flourishing throughout the modern world, but asks us to consider how the very boundaries of faith might be drawn now and in the future. How might religion interact with political ends, or permeate culture, society and everyday life? Is the post-secular world in thrall to 'religions' of its own kind - materialism, humanism, medicine, science? And what logic separates 'common-sense' or academic knowledge from the immutable but unstable boudaries of faith? Which is the more certain? What does it mean to believe?
Combining clear accounts of contemporary global religious practice with an incisive philosophical interrogation of the dynamics and aims of belief, What is Religion? offers a fresh and wide-ranging introduction to the perennial human questions of ritual, faith, ethics and salvation.

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

The Scottish Invention of English Literature explores the origins of the teaching of English literature in the academy. It demonstrates how the subject began in eighteenth-century Scottish universities before being exported to America and other countries. The emergence of English as an institutionalised university subject was linked to the search for distinctive cultural identities throughout the English-speaking world. This book explores the role the discipline played in administering restraints on the expression of indigenous literary forms, and shows how the growing professionalisation of English as a subject offered a breeding ground for academics and writers with an interest in native identity and cultural nationalism. This book is a comprehensive account of the historical origins of the university subject of English literature and provides a wealth of new material on its particular Scottish provenance.

Edinburgh and Glasgow enjoy a famously scratchy relationship. Resembling other intercity rivalries throughout the world, from Madrid and Barcelona, to Moscow and St. Petersburg, to Beijing and Shanghai, Scotland's sparring metropolises just happen to be much smaller and closer together-like twin stars orbiting a common axis. Yet their size belies their world-historical importance as cultural and commercial capitals of the British Empire, and the mere forty miles between their city centers does not diminish their stubbornly individual nature. Robert Crawford dares to bring both cities to life between the covers of one book. His story of the fluctuating fortunes of each city is animated by the one-upping that has been entrenched since the eighteenth century, when Edinburgh lost parliamentary sovereignty and took on its proud wistfulness, while Glasgow came into its industrial promise and defiance. Using landmarks and individuals as gateways to their character and past, this tale of two cities mixes novelty and familiarity just as Scotland's capital and its largest city do. Crawford gives us Adam Smith and Walter Scott, the Scottish Enlightenment and the School of Art, but also tiny apartments, a poetry library, Spanish Civil War volunteers, and the nineteenth-century entrepreneur Maria Theresa Short. We see Glasgow's best-known street through the eyes of a Victorian child, and Edinburgh University as it appeared to Charles Darwin. Crawford's lively account, drawing on a wealth of historical and literary sources, affirms what people from Glasgow and Edinburgh have long doubted-that it is possible to love both cities at the same time.

Life cycle assessment enables the identification of a broad range of potential environmental impacts occurring across the entire life of a product, from its design through to its eventual disposal or reuse. The need for life cycle assessment to inform environmental design within the built environment is critical, due to the complex range of materials and processes required to construct and manage our buildings and infrastructure systems. After outlining the framework for life cycle assessment, this book uses a range of case studies to demonstrate the innovative input-output-based hybrid approach for compiling a life cycle inventory. This approach enables a comprehensive analysis of a broad range of resource requirements and environmental outputs so that the potential environmental impacts of a building or infrastructure system can be ascertained. These case studies cover a range of elements that are part of the built environment, including a residential building, a commercial office building and a wind turbine, as well as individual building components such as a residential-scale photovoltaic system. Comprehensively introducing and demonstrating the uses and benefits of life cycle assessment for built environment projects, this book will show you how to assess the environmental performance of your clients' projects, to compare design options across their entire life and to identify opportunities for improving environmental performance.

The Scottish Invention of English Literature explores the origins of the teaching of English literature in the academy. It demonstrates how the subject began in eighteenth-century Scottish universities before being exported to America and other countries. The emergence of English as an institutionalised university subject was linked to the search for distinctive cultural identities throughout the English-speaking world. This book explores the role the discipline played in administering restraints on the expression of indigenous literary forms, and shows how the growing professionalisation of English as a subject offered a breeding ground for academics and writers with an interest in native identity and cultural nationalism. This book is a comprehensive account of the historical origins of the university subject of English literature and provides a wealth of new material on its particular Scottish provenance.

There are more statues of Robert Burns in the United States than there are of any American poet. Scotland's favorite poet has been loved by generations of Americans--from Abraham Lincoln and Walt Whitman to Robert Frost, Maya Angelou, and Bob Dylan. Now this book makes Burns's greatest poetry more accessible to American readers than ever before. This is the only comprehensive selection of his work that has discreet line-by-line marginal glossing of the Scots, archaic, and obscure words, allowing readers to understand and enjoy the poems without constantly having to turn to footnotes or a glossary. Newly edited from manuscripts and early printed texts, this definitive, wide-ranging collection also introduces some recently discovered verses--and it is the only edition to present a substantial selection of Burns's important prose writings, including letters and key statements about his art. Edited and annotated by acclaimed Burns biographer Robert Crawford and textual expert Christopher MacLachlan, the book also includes a substantial introduction that puts the poet in biographical, historical, and cultural context.

"The Best Laid Schemes" demonstrates like no other collection why Burns is considered one of the world's greatest poets of love and democracy--and why he continues to entertain, move, and intrigue readers two and a half centuries after his birth.

We all know what religion is - or do we?
This wide-ranging introduction to religion explores what religion is, based around a thematic and non-confessional exploration of the six major traditions, Judaism, Christianity, Islam, Buddhism and Sikhism. It examines contemporary global religious practice, as well as exploring philosophy and religion, the impact of science on religion and the appeal of alternatives such as humanism, communism and new age movements.
An ideal text for undergraduate introductory religion courses, What is Religion? offers a fresh perspective on the perennial human questions of ritual, faith, ethics and salvation.
Themes covered include: rituals, scriptures, women, liberation, confessing a murder, other belief systems, the existence of God and the future of religion.

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

The second volume of Robert Crawford's magisterial biography of the revolutionary modernist, visionary poet and troubled man, drawing on extensive new sources. In this compelling and meticulous portrait of the twentieth century's most important poet, Robert Crawford completes the story he began in Young Eliot. Drawing on extensive new sources and letters, this is the first full-scale biography to make use of Eliot's most significant surviving correspondence, including the archive of letters (unsealed for the first time in 2020) detailing his decades-long love affair with Emily Hale. This long-awaited second volume, Eliot After 'The Waste Land', tells the story of the mature Eliot, his years as a world-renowned writer and intellectual, and his troubled interior life. From his time as an exhausted bank employee after the publication of The Waste Land, through the emotional turmoil of the 1920s and 1930s, and his years as a firewatcher in bombed wartime London, Crawford reveals the public and personal experiences that helped generate some of Eliot's masterpieces. He explores the poet's religious conversion, his editorship at Faber and Faber, his separation from Vivien Haigh-Wood and happy second marriage to Valerie Fletcher, and his great work Four Quartets. Robert Crawford presents this complex and remarkable man not as a literary monument but as a human being: as a husband, lover and widower, as a banker, editor, playwright and publisher, but most of all as an epoch-shaping poet struggling to make art among personal disasters.

A unique collaboration between leading poets and scientists, Contemporary Poetry and Contemporary Science demonstrates through its form, and through practice as well as reflection, that poetry and science can meet with productive results. Crossing between disciplines, and between prose and verse, the book shows how modes of scientific knowledge and of poetic making continue to be intertwined. Often drawing on Scottish intellectual traditions, rather than on the notorious "two cultures" argument, Contemporary Poetry and Contemporary Science argues through examples for a more open and mutually sympathetic engagement of poetry and science in contemporary culture.
Provocative, nimble, and surprising, this book is in several senses a crossover volume. In its gathering of essays as well as poems, it is the first book of its kind. Readers can see how a poet and a solar physicist may share working assumptions; how poetic insight may inform psychiatric practice; how a poet's encounter with an MRI scanner leads to a fresh neurological experiment. As well as new essays by internationally distinguished poets, scientists, and literary critics--including Simon Armitage, Gillian Beer, Jocelyn Bell Burnell, Miroslav Holub, Kay Redfield Jamison, and Edwin Morgan--the book includes a series of specially commissioned poems by John Burnside, Michael Donaghy, Sarah Maguire, Paul Muldoon, Don Paterson, and others. Each poem is introduced by the scientist whose work prompted the poem.
Though Contemporary Poetry and Contemporary Science exposes and investigates strains between the way poets and scientists see and reinvent the world, the book is most arresting and enjoyable when it shows just how oftenpoets and scientists agree.

No writer is more charismatic than Robert Burns and no biographer has captured his energy, brilliance and radicalism as well as Robert Crawford does in The Bard. To his international admirers Burns was a genius, a hero, a warm-hearted friend; yet to the mother of one of his lovers he was a wastrel, to a fellow poet he was 'sprung...from raking of dung', and to his political enemies a 'traitor'. Drawing on a surprising variety of untapped sources - from rediscovered poetry by Burns to manuscript journals, correspondence, interviews and oratory by his contemporaries - this new biography presents the remarkable life, loves and struggles of the great poet. With a poet's insight and a shrewd sense of human drama, Robert Crawford outlines how Burns combined a childhood steeped in the peasant song-culture of rural Scotland with a consummate linguistic artistry to become not only the world's most popular love poet but also the controversial master poet of modern democracy. Written with accessible elan and nuanced attention to Burns's poems and letters, The Bard is the story of an extraordinary man fighting to maintain a sly sense of integrity in the face of overwhelming pressures. This incisive, intelligent biography startlingly demonstrates why the life and work of Scotland's greatest poet still compels the attention of the world a quarter of a millennium after his birth.