Pub Date : 2021-07-03DOI: 10.1080/10948007.2021.1992074
52:68 Branding Diversity: New Advertising and Cultural Strategies by Susie Khamis Routledge; 1st Edition (February 10, 2020 – $60.00, [hardcover], ISBN: 978-0367145446 p. 128, 5 chapters, references, index) shows how brands contribute to cultural diversity. Of the many different brands, each brand adds a different discussion to diversity in cultures. The introduction talks about what brands and diversity are separately then explains how branding diversity came about. Chapter One (“The Rise of Programmatic (and Problematic) Advertising”) explains the rise of advertising and how important it is for brands to advertise their product to the public. It is important how brands advertise and why they are doing it. Chapter Two (“Budweiser – Reimagining America’s Beer”) talks about Budweiser’s advertising and how they call themselves “America’s beer” and how that affects the people of America and other countries. Chapter Three (“Gillette – The Best a Man Can Get”) alluded to Gillette specifically advertising to men. The diversity of their advertising is between men and women. Chapter Four (“Vogue – Finally Fashioning Diversity”) shows how Vogue is appealing to models of all shapes and sizes in their magazine. Chapter Five (“Patagonia – ‘Don’t Buy This Jacket’”) shows this company is addressing consumerism by telling their consumers not to buy their jacket. The conclusion summarizes how four brands advertise a different diversity. After reading this book, readers will be able to see, between four different brands, there are different ways to advertise and add to cultural diversity. Susie Khamis lectures at the University of Technology Sydney, Australia in the School of Communication.
[52:68]品牌多样性:新的广告和文化策略苏茜·哈米斯·劳特利奇;第一版(2020年2月10日- $60.00，[精装]，ISBN: 978-0367145446 p. 128, 5章，参考文献，索引)展示了品牌如何促进文化多样性。在众多不同的品牌中，每个品牌都为文化多样性增添了不同的讨论。引言部分分别讨论了什么是品牌和多样性，然后解释了品牌多样性是如何产生的。第一章(“程序化(和有问题的)广告的兴起”)解释了广告的兴起以及品牌向公众宣传其产品的重要性。品牌如何做广告以及为什么做广告是很重要的。第二章(“百威-重塑美国啤酒”)讨论了百威的广告，以及他们如何称自己为“美国啤酒”，以及这如何影响美国和其他国家的人民。第三章(“吉列——男人能得到的最好的东西”)暗指吉列专门针对男性做广告。他们广告的多样性在男性和女性之间。第四章(“Vogue -最终的时尚多样性”)展示了《Vogue》杂志是如何吸引各种体型和身材的模特的。第五章(“巴塔哥尼亚——‘不要买这件夹克’”)表明这家公司通过告诉消费者不要买他们的夹克来解决消费主义问题。结论总结了四个品牌如何宣传不同的多样性。读完这本书，读者将能够看到，在四个不同的品牌之间，有不同的方式来宣传和增加文化多样性。苏西·哈米斯在澳大利亚悉尼科技大学传播学院讲课。
{"title":"CBQ BOOKNOTES Condensed Reviews","authors":"","doi":"10.1080/10948007.2021.1992074","DOIUrl":"https://doi.org/10.1080/10948007.2021.1992074","url":null,"abstract":"52:68 Branding Diversity: New Advertising and Cultural Strategies by Susie Khamis Routledge; 1st Edition (February 10, 2020 – $60.00, [hardcover], ISBN: 978-0367145446 p. 128, 5 chapters, references, index) shows how brands contribute to cultural diversity. Of the many different brands, each brand adds a different discussion to diversity in cultures. The introduction talks about what brands and diversity are separately then explains how branding diversity came about. Chapter One (“The Rise of Programmatic (and Problematic) Advertising”) explains the rise of advertising and how important it is for brands to advertise their product to the public. It is important how brands advertise and why they are doing it. Chapter Two (“Budweiser – Reimagining America’s Beer”) talks about Budweiser’s advertising and how they call themselves “America’s beer” and how that affects the people of America and other countries. Chapter Three (“Gillette – The Best a Man Can Get”) alluded to Gillette specifically advertising to men. The diversity of their advertising is between men and women. Chapter Four (“Vogue – Finally Fashioning Diversity”) shows how Vogue is appealing to models of all shapes and sizes in their magazine. Chapter Five (“Patagonia – ‘Don’t Buy This Jacket’”) shows this company is addressing consumerism by telling their consumers not to buy their jacket. The conclusion summarizes how four brands advertise a different diversity. After reading this book, readers will be able to see, between four different brands, there are different ways to advertise and add to cultural diversity. Susie Khamis lectures at the University of Technology Sydney, Australia in the School of Communication.","PeriodicalId":38174,"journal":{"name":"Communication Booknotes Quarterly","volume":"52 1","pages":"102 - 125"},"PeriodicalIF":0.0,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48534356","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/10948007.2021.1996455
{"title":"Change and Continuity: CBQ Welcomes New Advisory Board Members & Navigates the Pandemic","authors":"","doi":"10.1080/10948007.2021.1996455","DOIUrl":"https://doi.org/10.1080/10948007.2021.1996455","url":null,"abstract":"","PeriodicalId":38174,"journal":{"name":"Communication Booknotes Quarterly","volume":"52 1","pages":"69 - 71"},"PeriodicalIF":0.0,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42711099","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：