
Dance In Tv Advertisements Has Long Been Familiar To Americans As A Silhouette Dancing Against A Colored Screen, Exhibiting Moves From Air Guitar To Breakdance Tricks, All In Service Of Selling The Latest Apple Product. But As Author Colleen T. Dunagan Shows In Consuming Dance, The Advertising Industry Used Dance To Market Items Long Before Ipods. In This Book, Dunagan Lays Out A Comprehensive History And Analysis Of Dance Commercials To Demonstrate The Ways In Which The Form Articulates With, Informs, And Reflects U.s. Culture. In Doing So, She Examines Dance Commercials As Cultural Products, Looking At The Ways In Which Dance Engages With Television, Film, And Advertising In The Production Of Cultural Meaning. Throughout The Book, Dunagan Interweaves Semiotics, Choreographic Analysis, Cultural Studies, And Critical Theory In An Examination Of Contemporary Dance Commercials While Placing The Analysis Within A Historical Context. She Draws Upon Connections Between Individual Dance-commercials And The Discursive And Production Histories To Provide A Thorough Look Into Brand Identity And Advertising's Role In Constructing Social Identities.
This book investigates how the advertising industry utilizes dance as a strategic tool to construct brand identity and reflect broader social values within the United States. Colleen T. Dunagan, an expert in dance and cultural studies, provides a rigorous analysis of dance commercials as cultural artifacts. By synthesizing semiotics, choreographic analysis, and critical theory, she argues that these advertisements serve as significant sites for the production of cultural meaning and the formation of social identities.
What You Will Find
Scope Limits
Scholars and media critics identify this work as a significant contribution to the intersection of dance studies and consumer culture. Readers frequently note the academic density of the prose, which effectively bridges the gap between performance theory and marketing history.
Page Count:
272
Publication Date:
2018-01-01
Publisher:
Oxford University Press
ISBN-10:
0190491388
ISBN-13:
9780190491383
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