African Luxury Branding - From Soft Power to Queer Futures

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding.

List of contents

List of Figures
Acknowledgements
1. African Luxury Brands in Global and Local Context
2. From Africa to the World: Cultural Inheritance as Soft Power
3. Back to Nature: Beauty and African Luxury Minimalism
4. Shiny Futures and Afro-Fabulous Queer Luxury
5. From Soft Power to Queer Futures: New Directions for African Luxury
6. Appendix 1: Details on Interviews
7. Bibliography

About the author

Mehita Iqani is the South African Research Chair in Science Communication at Stellenbosch University, South Africa.

Summary

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding.

Product details

• Authors: Mehita Iqani, Mehita (University of the Witwatersrand Iqani, Iqani Mehita
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 09.10.2024
• EAN: 9781032129624
• ISBN: 978-1-0-3212962-4
• No. of pages: 122
• Series: Routledge Critical Advertising Studies
• Subjects: Natural sciences, medicine, IT, technology > Geosciences > Geography; Social sciences, law, business > Business > Miscellaneous; Media Studies, POLITICAL SCIENCE / Political Process / General, BUSINESS & ECONOMICS / Marketing / General, SOCIAL SCIENCE / Media Studies, BUSINESS & ECONOMICS / Industries / Media & Communications, BUSINESS & ECONOMICS / Sales & Selling / General, Political structure & processes, Sales & marketing, Sales and marketing, Media, Information & Communication Industries, Political structure and processes