Advertising and Race: Global Phenomenon, Historical Challenges, and Visual Strategies

by Linda C L Fu

Overview

Since colonization, dominant ideologies of «race» have been visualized and communicated through advertising. At its core, this book delineates the continuities and changes in what is termed the «colonial racial script» within global advertising representations. The origins of that script are traced back to the eighteenth century – through the Transatlantic Slave Trade, the age of High Imperialism, the post-World War II era to the current stage of globalization – and are identified and analyzed.
From ads selling slaves to the ones promoting the ideal of equality, from the campaigns generating new racial currencies to the ones turning down the existing racist overtones, Linda C. L. Fu examines over 100 advertisements and draws on a 300-year span of references to reveal the plurality, chaos, variation, and resilience of the colonial concepts of race in society through advertising discourses in the West.
Advertising and Race is the first book devoted exclusively to the study of strategic deployments of racial tropes in advertising amid waves of historical challenges. With a well-mixed theoretical, historical, social, and professional narrative, it presents a new approach, critical insight, and a comprehensive reference for the study of advertising and communication, as well as the study of race, society, culture, and globalization.

Product Details

ISBN-13:	9781433122187
Publisher:	Peter Lang Inc., International Academic Publishers
Publication date:	09/29/2014
Pages:	289
Product dimensions:	7.09(w) x 10.24(h) x 0.00(d)

About the Author

Linda C. L. Fu (PhD, RMIT) has taught design theory, practice, and management at the University of Canberra. An award-winning creative, she has delivered speeches and lectures in academic and professional arenas around the world, judged international design competitions, and consulted local and international organizations and governments on advertising and branding strategies. Dr. Fu is the founder and principal of Global iCom Consulting.

Table of Contents

Contents: Race, Slavery, and Advertising – A Colonial Racial Script and Early Advertising – Post-World War II Racial Politics and Advertising – Advertising, Race, and Global Disjunctures – Race in Public Interest Campaigns – Race in Commercial Campaigns.

Editorial Reviews

«‘Advertising and Race’ is a richly engaging and comprehensive look at how ethnicity and race have been represented in advertising over the past few hundred years. Linda C. L. Fu’s research spans four continents and three centuries, and helps us understand how conceptions of ‘the other’ have changed and evolved over time. This book stands out for its breadth, analytical angle, accessibility, and usefulness.» (Professor Katherine T. Frith, Editor of ‘Undressing the Ad: Reading Culture in Advertising’, and Author of ‘Advertising and Societies: Global Issues’)

«‘Advertising and Race’ is a richly engaging and comprehensive look at how ethnicity and race have been represented in advertising over the past few hundred years. Linda C. L. Fu’s research spans four continents and three centuries, and helps us understand how conceptions of ‘the other’ have changed and evolved over time. This book stands out for its breadth, analytical angle, accessibility, and usefulness.» (Professor Katherine T. Frith, Editor of ‘Undressing the Ad: Reading Culture in Advertising’, and Author of ‘Advertising and Societies: Global Issues’)

From the Publisher