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This book draws from interpretive analysis to dissect the cosumer identity frames used by NGOs in their various marketing campaigns and analyse how they contest and subvert traditional commercially-oriented consumerist pursuits
List of contents
Chapter 1: "Re-educating the Consumer-Citizen to Think Globally: The Guiding Role of NGOs Marketing Discourses", Chapter 2: "'This Diamond Ring Doesn't Shine For Me Anymore': NGOs' Conflict Diamond Campaign and the Challenge to Luxury Consumption", Chapter 3: "Tainting the Coffee Consuming Community-spirit of Starbucks: NGOs' 'Fair Trade' (or Not) Coffee Campaigns", Chapter 4: "Unpacking the Ritual of Meaningless Gift-giving as Shamefully Meaningful: The Christmas "Gift-swap" in Oxfam's 'Unwrapped Gifts' Promotion", Chapter 5: "Thrills That "Sustain" Last a Lifetime: NGOs' 'Volunteer Vacations,' the Authentic Transformative Tourist Experience", Chapter 6: "Seeking Style While Un-doing Vanity: Locks of Love and NGOs Reconstruction of Giving and Consuming, Chapter 7: "Shaping the Role of Material Values in the Ideal Childhood: NGO Discourses of Child Rights", Chapter 8: Consumer Alternatives to the Media Spectacles of Corporate Broadcast Brands: NGOs' 'Reality' Programming of the War on Terror, Chapter 9: "The Wielding of a Global Citizen Identity Through International Sports Events", Chapter 10: "Reconstructing the Consumer-Citizen Identity in a Global Arena: NGOs' Transformative Lessons"
Summary
This book draws from interpretive analysis to dissect the cosumer identity frames used by NGOs in their various marketing campaigns and analyse how they contest and subvert traditional commercially-oriented consumerist pursuits
