Black social dance in television advertising : an analytical history

cover image

Where to find it

Davis Library (5th floor)

Call Number
GV1624.7.A34 H86 2011
Status
Available

Stone Center Library

Call Number
GV1624.7.A34 H86 2011 c. 2
Status
Available

Authors, etc.

Names:

Summary

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

  • Acknowledgments p. vii
  • Preface p. 1
  • Introduction p. 5
  • Section 1 Literature and Theory
  • 1 Dance Theory p. 23
  • 2 Marketing, Advertising, and Dance p. 48
  • Section 2 The Research Study
  • 3 A History of Black Social Dance in Commercials p. 77
  • 4 On Black Social Dance in Commercials in 2010 p. 101
  • 5 Interpretations p. 129
  • Section 3 Conclusions and Future Directions
  • Conclusion and Future Research p. 159
  • Chapter Notes p. 169
  • Bibliography p. 177
  • Index p. 189

Other details