UID:
almahu_9949464483002882
Format:
1 online resource.
ISBN:
9781000814187
,
1000814181
,
9781003227038
,
1003227031
,
9781000814057
,
100081405X
Series Statement:
Routledge critical advertising studies
Content:
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.
Additional Edition:
Print version: ISBN 9781000814187
Additional Edition:
Print version: ISBN 1032129611
Additional Edition:
ISBN 9781032129617
Language:
English
DOI:
10.4324/9781003227038
URL:
https://www.taylorfrancis.com/books/9781003227038
