Brands and Cultural Analysis
This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general. The book uses a cultural studies approach and
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Arthur Asa Berger
Brands and Cultural Analysis
Arthur Asa Berger
Brands and Cultural Analysis
Arthur Asa Berger Department of Broadcast and Electronic Communication Arts San Francisco State University San Francisco, CA, USA
ISBN 978-3-030-24708-9 ISBN 978-3-030-24709-6 (eBook) https://doi.org/10.1007/978-3-030-24709-6 © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: Pattern © Melisa Hasan This Palgrave Pivot imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
This book is dedicated to my mentors: Maxwell Goldberg (English) and Ray Ethan Torrey (Botany) at the University of Massachusetts in Amherst; Marguerite Young (Writers’ Workshop) and Gustav Bergmann (philosophy) at the University of Iowa in Iowa City; and David Noble (History), Mulford Q. Sibley (Political Science), and Ralph Ross (Humanities) at the University of Minnesota in Minneapolis.
Foreword
Arthur Berger has written close to 100 books. Maybe more. The subjects range from Media and Communication Research Methods to the Academic Writer’s Toolkit to the Genius of the Jewish Joke to Ads, Fads, & Consumer Culture. Now, he brings his unique perspectives to the analysis and importance of brand “logos.” With “Branding: A Cultural Analysis,” Berger provides interesting, entertaining, and informative insights into the history and meaning of brands, branding, and their relationships to logos. Who knew that “logo” was Greek for word? It was Greek to me. Or, that logos are not trademarks and vice versa. And so much more, relevant to understanding the important role of logos in the world around us. There is a fascinating analysis of the Sta
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