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雷达卡
by David Leishman (Author)
About the Author
David Leishman, Grenoble Alpes University, Saint Martin d’Hères, France
About this Book
This book connects a detailed analysis of Irn-Bru’s brand identity over time to theories of national identity, consumer studies, and banal nationalism. It situates the commercial history of Barr’s Irn-Bru in a transnational context and shows how Irn-Bru has become a symbol of Scotland through processes of rewriting, reframing and institutionalized forgetting, linking the consumption of what began as a trans-national generic product to a specific national community. As such, Leishman presents a longitudinal, cross-disciplinary approach to analysing branding and advertising as multi-modal forms of discourse, in order to underline the role of commercial, non-state actors and popular consumerism in the phenomenon of banal nationalism. It will be of interest to students and scholars researching nationalism, consumption, and Scottish studies.
Brief Contents
1 Introduction
A Nation Forged in Iron
Everyday Consumption and National Identity
Analysing Soft Drinks as Branded Goods
Situating Brands Within National Culture
Chapter Outline
Bibliography
2 The Power of Origins
Introduction
Protecting and Promoting Origins
The Ide_al American Tonic
Disputed Claims of National Origin in the UK
Trademarks, Essences and Imperial Markets
Becoming Scotland’s Favourite Man
Forged Origins?
The Literal Truth of Wartime Regulation
Authenticity and Ontological Permanence in National Markets
Conclusion
Bibliography
3 From Girders: Discourses of National Strength
Introduction
Folk Remedies, Nostrums and National Tonics
From World Athletes to Hairy Highlanders
Athletic Paragons vs. National Icons
Resilience and Industry
Girders and Hardmen
Victory Brew
Tougher Than Tanks
Resisting American Dominance
Even Though I Used to Be a Man
Enduring the Romance of Defeat
Conclusion
Bibliography
4 Consumer Nationalism in Popular and Material Culture
Introduction
Local Heritage and National Presence
A Nation of Shopkeepers
Pop Culture
Routine, Ritual, and Everyday Identity
Ceremonial Consumption and National Time
Customised Consumerism
Performing Scottishness Today
Conclusion
Bibliography
5 Scotland’s Other: Defining Oppositional Identities
Introduction
Anglo-British Icons and Scottish Kitsch
Imperial Alterity
Nation and Industry in a Fragile Union
Post-devolution Scottishness
Exotic Archetypes and Hybrid Nationalism
Hybridity as National Salvation
Conclusion
Bibliography
6 Conclusion
Branding Iron—Messages and Mechanisms
Who Speaks for the Nation?
Bibliography
Index
Pages : 301 pages
Publisher : Palgrave Macmillan; 1st ed. 2020 Edition (October 1, 2020)
Language : English
ASIN : B08KHNKWD1
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