Full Description
The influence of dance upon consumers has long been understood by advertisers. This work investigates the use of black social dance in television advertising. Covering the 1950s through the 2010s in the United States, dance is shown to provide value to brands and to affect consumption experiences. An interdisciplinary work drawing upon anthropological, phenomenological and cultural theoretical approaches, the text provides a theory of dance for a culture that has consistently drawn upon African-American arts to sell products.
Contents
Table of Contents
Acknowledgments
Preface
Introduction
Section One: Literature and Theory
1. Dance Theory
2. Marketing, Advertising, and Dance
Section Two: The Research Study
3. A History of Black Social Dance in Commercials
4. On Black Social Dance in Commercials in 2010
5. Interpretations
Section Three: Conclusions and Future Directions
Conclusion and Future Research
Chapter Notes
Bibliography
Index
