Consuming Dance: Choreography and Advertising

Dance in TV advertisements has long been familiar to Americans as a silhouette dancing against a colored screen, exhibiting moves from air guitar to breakdance tricks, all in service of selling the latest Apple product. But as author Colleen T. Dunagan shows in Consuming Dance, the advertising
industry used dance to market items long before iPods. In this book, Dunagan lays out a comprehensive history and analysis of dance commercials to demonstrate the ways in which the form articulates with, informs, and reflects U.S. culture. In doing so, she examines dance commercials as cultural
products, looking at the ways in which dance engages with television, film, and advertising in the production of cultural meaning. Throughout the book, Dunagan interweaves semiotics, choreographic analysis, cultural studies, and critical theory in an examination of contemporary dance commercials
while placing the analysis within a historical context. She draws upon connections between individual dance-commercials and the discursive and production histories to provide a thorough look into brand identity and advertising's role in constructing social identities.


Author: Colleen T. Dunagan
Publisher: Oxford University Press, USA
Published: 06/06/2018
Pages: 264
Binding Type: Paperback
Weight: 0.83lbs
Size: 9.20h x 6.10w x 0.90d
ISBN: 9780190491376

Review Citation(s):
Choice 03/01/2019

About the Author

Colleen T. Dunagan is Professor of Dance at California State University, Long Beach.

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