CBQ BOOKNOTES Condensed Reviews

Abstract

52:68 Branding Diversity: New Advertising and Cultural Strategies by Susie Khamis Routledge; 1st Edition (February 10, 2020 – $60.00, [hardcover], ISBN: 978-0367145446 p. 128, 5 chapters, references, index) shows how brands contribute to cultural diversity. Of the many different brands, each brand adds a different discussion to diversity in cultures. The introduction talks about what brands and diversity are separately then explains how branding diversity came about. Chapter One (“The Rise of Programmatic (and Problematic) Advertising”) explains the rise of advertising and how important it is for brands to advertise their product to the public. It is important how brands advertise and why they are doing it. Chapter Two (“Budweiser – Reimagining America’s Beer”) talks about Budweiser’s advertising and how they call themselves “America’s beer” and how that affects the people of America and other countries. Chapter Three (“Gillette – The Best a Man Can Get”) alluded to Gillette specifically advertising to men. The diversity of their advertising is between men and women. Chapter Four (“Vogue – Finally Fashioning Diversity”) shows how Vogue is appealing to models of all shapes and sizes in their magazine. Chapter Five (“Patagonia – ‘Don’t Buy This Jacket’”) shows this company is addressing consumerism by telling their consumers not to buy their jacket. The conclusion summarizes how four brands advertise a different diversity. After reading this book, readers will be able to see, between four different brands, there are different ways to advertise and add to cultural diversity. Susie Khamis lectures at the University of Technology Sydney, Australia in the School of Communication.