Dance in TV advertisements has long been familiar to Americans as a silhouette dancing against a colored screen, exhibiting moves from air guitar to breakdance tricks, all in service of selling the latest Apple product. But as author Colleen T. Dunagan shows in Consuming Dance, the advertising industry used dance to market items long before iPods. In this book, Dunagan lays out a comprehensive history and analysis of dance commercials to demonstrate the ways in which the form articulates with, informs, and reflects U.S. culture. In doing so, she examines dance commercials as cultural products, looking at the ways in which dance engages with television, film, and advertising in the production of cultural meaning. Throughout the book, Dunagan interweaves semiotics, choreographic analysis, cultural studies, and critical theory in an examination of contemporary dance commercials while placing the analysis within a historical context. She draws upon connections between individual dance-commercials and the discursive and production histories to provide a thorough look into brand identity and advertising's role in constructing social identities.

Auteur

Colleen T. Dunagan is Professor of Dance at California State University, Long Beach.

Contenu

Acknowledgements About the Companion Web Site Introduction: Dance and Advertising Chapter 1. Dance-in-Advertising, Affect, and Contagious Movement Chapter 2. Commercials as Discursive Assemblages Chapter 3. Correspondence and Difference: Creating Rapport through Intertextuality Chapter 4. Consumer Culture and Appropriation: Advertising, Dance, and Social Identity Chapter 5. Subjectivity and Performative Consumption Conclusion: Material Bodies and Advertising Bibliography Index