Global Phenomenon, Historical Challenges, and Visual Strategies
From ads selling slaves to the ones promoting the ideal of equality, from the campaigns generating new racial currencies to the ones turning down the existing racist overtones, Linda C. L. Fu examines over 100 advertisements and draws on a 300-year span of references to reveal the plurality, chaos, variation, and resilience of the colonial concepts of race in society through advertising discourses in the West.
Advertising and Race is the first book devoted exclusively to the study of strategic deployments of racial tropes in advertising amid waves of historical challenges. With a well-mixed theoretical, historical, social, and professional narrative, it presents a new approach, critical insight, and a comprehensive reference for the study of advertising and communication, as well as the study of race, society, culture, and globalization.
Chapter 4: Advertising, Race, and Global Disjunctures
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ADVERTISING, RACE, AND GLOBAL DISJUNCTURES
Global advertising is the key technology for the worldwide dissemination of a plethora of creative and culturally well-chosen ideas of consumer agency. These images of agency are increasingly distortions of a world of merchandising so subtle that the consumer is consistently helped to believe that he or she is an actor, where he or she is at best a chooser.
– Appadurai, 1990: 307
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