- 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
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