Download Black Social Dance in Television Advertising: An Analytical by Carla Stalling Huntington PDF

By Carla Stalling Huntington

The impact of dance upon shoppers has lengthy been understood by means of advertisers. This paintings investigates using black social dance in tv ads. masking the Fifties throughout the 2010s within the usa, dance is proven to supply price to manufacturers and to impact intake studies. An interdisciplinary paintings drawing upon anthropological, phenomenological and cultural theoretical techniques, the textual content presents a conception of dance for a tradition that has continuously drawn upon African-American arts to promote items.

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Extra info for Black Social Dance in Television Advertising: An Analytical History

Sample text

He supported the notion that social (folk) dance was important to people’s well being, and that it constituted behavior of human beings since the beginning of time. Instead of thinking of whether dance was in and of itself worthwhile, he suggested that dance has value based on what it says. 111 At this point, he advocated the idea of dance as education, and dance education. It came to pass in 1918 that dance was included in physical education for both boys and girls. ”113 In short, people demanded more places to dance, and society gave it to them, in bars, hotels, tea rooms, etc.

50 Section One. Literature and Theory research. Specifically, dance communicates meanings at the level of the body as well as the mind — emotionally and cognitively — but it has been overlooked within consumer studies. Therefore, first, a historical frame for what has become consumer culture theory in consumer research is presented.

Roland Barthes’ Image Music Text (1977) informed much of this reading, through analysis of photographs and the use of signifiers and signs. Dance scholar Susan Foster penetrated a new area of theorizing dance by developing an array of writings that argued that dance was a culturally specific writing and writing was an act of culturally specific dance,70 with syntax, style, vocabulary and mode of representation providing for meaning. For purposes of reading dance, it is important that during the course of the dance, the viewer repeatedly enacts, at the everincreasing level of organization, the reciprocal process of interpreting how the dance represents the world in relation to how it is organized.

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