Summary
The focus in this British study is on the marketing of global brands of consumer products, such as watches, popular films, cars, and shoes. A case study of the Euro '96 football (meaning soccer to an American reader) championship forms chapter 3, focusing on how advertisers (especially Swatch watches and Nike shoes) and also music recordings latch onto game spirit as a case study of branding a sport, team, and related events.
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Extract
Global Culture Industry: The Mediation of Things
Global Culture Industry: The Mediation of Things. Scott Lash and Celia Lury. Maiden, MA: Polity Press, 2007. 240 pp. $64.95 hbk. $26.95 pbk.
This is not a book about journalism-rather, it asses...See the full content of this document
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