African Luxury Branding: From Soft Power to Queer Futures (Routledge Critical Advertising Studies)

Synopsis

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.

Copyright:

2023

Book Details

Book Quality:

Publisher Quality

Book Size:

122 Pages

ISBN-13:

9781000814187

Related ISBNs:

9781032129617, 9781032129624, 9781003227038

Publisher:

Taylor and Francis

Date of Addition:

12/27/22

Copyrighted By:

Mehita Iqani

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Computers and Internet, Business and Finance, Communication, Politics and Government

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.