Commentaire :

ISBN 13 : 978-0415826761

Sommaire : Contributors: Russell Belk, Clinton D. Lanier, Jr., Aubrey R. Fowler III, C. Scott Rader, Mark Avis, Morris B. Holbrook, Yuko Minowa, Lorna Stevens, Pauline Maclaran, Matthew Kearney, Catherine Wilkinson, Anthony Patterson, Alan Pomering, Maria Frostling-Henningsson, Barbara J. Phillips, Olga Slavkina, Adriana Campelo, Diane M. Martin, Connie Bullis, Jack Tillotson, John W. Schouten, Modesty Forbids, Beth Duffy, Robin Croft, James Freund, Marie-Cécile Cervellon.

1. Introduction - Mascot Mania: Monkeys, Meerkats, Martians and More
Part I: Man
2. Objectification and Anthropomorphism of the Self: Self as Brand, Self as Avatar
3. ‘What are You Looking at, Ya Hockey Puck?!': Anthropomorphising Brand Relationships in the Toy Story Trilogy
4. Cross Domain Perceptual Realities and Mickey Mouse
5. Morris the Cat, or the Wolf-man on the Upper West Side: Animal Metaphors and Me

Part II: Beast
6.Feline Fetish and Marketplace Animism
7. Boudoirs, Cowdillacs and Rotolactors: A Salutary Tale of Elsie the Brand Mascot
8. Peppa Piggy in the Middle of Marketers and Mashup Makers: A Netnography of Absurd Animation on YouTube
9. Anthropomorphic Brand Presenters: The Appeal of Frank the Sheep

Part III: Wild
10. Spokes-Characters: Assurance, Insurance and Advice for Marketers
11. Schmoozy Fox: Standing Out from the Pack
12. Only you can Prevent Brand Burnout: Cultural Branding and the Case of Smokey Bear
13. Shooting the Elephant: Mascots and Me

Part IV: Crazy
14. Anthropogenic Anthropopathous Anthropomorphic USPTO Trademarks: The Plant People Phenomenon Model of Anthropomorphism
15. He Who Must Not be Named: An Exploratory Study of Demonic Narratives in Contemporary Brands
16. The Smiling Faces of Capital and the Three Vortices of Hell
17. Coats of Arms: The Role of Animal Emblems in Contemporary Luxury and Fashion Industry
18. Conclusion - The Cosmic Serpent Surrounds Us: Future Directions in Mascot Marketing

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque