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Consuming Dance – Choreography and Advertising - Oxford Scholarship Online
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Consuming Dance: Choreography and Advertising

Colleen T. Dunagan


Consuming Dance examines dance in television and online advertising as both cultural product and cultural meaning-maker. The text interweaves semiotics, choreographic analysis, cultural studies, media studies, and critical theory to place contemporary dance-in-advertising in dialogue with other dance media. Grounding contemporary advertising within media and cultural history, the work both analyzes examples from early television and performs semiotic readings of historical references within later ads. Analysis of individual commercials and campaigns reveals how commercials act as rhizomatic as ... More

Keywords: advertising, choreography, dance, affect, appropriation, brand, social identity, performativity, commodity-sign, subjectivity

Bibliographic Information

Print publication date: 2018 Print ISBN-13: 9780190491369
Published to Oxford Scholarship Online: May 2018 DOI:10.1093/oso/9780190491369.001.0001


Affiliations are at time of print publication.

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