Consuming the aesthetic of the everyday: a visual analysis of Errol Morris'

Title: Consuming the aesthetic of the everyday: a visual analysis of Errol Morris' "High Life"
Creator: de Burgh-Woodman, Helene; Payne, Cathie
Relation: 2012 Asia Pacific Association for Consumer Research Conference. Asia Pacific Advances in Consumer Research, Volume 10 (Queenstown, New Zealand 6-8 July, 2012) p. 51-60
Relation: http://www.acrwebsite.org/web/conferences/proceedings.aspx
Publisher: Association for Consumer Research
Resource Type: conference paper
Date: 2013
Description: Co-constructed meaning between marketer and consumer is a key dimension of convergent (Jenkins 2006) media. Using "Miller's High Life" ads (1999- 2005) we discuss how content convergence prompts different co-constructed meanings among consumer segments, how "mundane art" is produced and how the marketer/consumer relationship is transformed into a filmmaker/viewer-consumer one. From an interdisciplinary perspective, we discuss the implications of this transformed relationship for marketing.
Subject: marketer; consumer; consumer culture; media
Identifier: http://hdl.handle.net/1959.13/1058998
Identifier: uon:16499
Identifier: ISBN:9780915552719
Language: eng
Reviewed

		Thumbnail	File	Description	Size	Format

Consuming the aesthetic of the everyday: a visual analysis of Errol Morris' "High Life"