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1 - Regular Session. Advertising and Consumption

Sun, August 13, 2:30 to 4:10pm, Palais des congrès de Montréal, Floor: Level 5, 512F

Session Submission Type: Paper Session 100min


Advertising is an integral part of contemporary culture. Discourses and images are important barometer of ongoing social changes but also contribute to perpetuate traditional values. For example, some medias reproduces social inequalities by presenting the work of producing healthy home cooked meals as implicitly feminine, or magazine advertisements helped constructing middle-class identity at the end of last century. The session will also consider the advertising process from the inside with an ethnographic study conducted across two American advertiding agencies and will propose a content analysis of beer branding strategies focusing on microbreweries and the values that are promoted like local attachment or authenticity.

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