Consuming Dance: Choreography and Advertising (Hardcover)

Consuming Dance: Choreography and Advertising By Colleen T. Dunagan Cover Image

Consuming Dance: Choreography and Advertising (Hardcover)

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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.
Colleen T. Dunagan is Professor of Dance at California State University, Long Beach.
Product Details ISBN: 9780190491369
ISBN-10: 0190491361
Publisher: Oxford University Press, USA
Publication Date: June 6th, 2018
Pages: 264
Language: English