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How is it that a Big Mac is merely lunch in America and a symbol of cultural imperialism in France? Why did the September 11 terrorists choose United and American over any other airlines? Because they are branded, looming as larger-than-life symbols of America. Branding, to hear James Twitchell tell it, is nothing more than commercial storytelling - and it's become so ubiquitous that even institutions we thought were above branding have succumbed. And according to Twitchell, that's probably just fine. BRANDED NATION lays bare an American society where megachurches resemble shopping malls, where a university lives or dies on the talents of its image-makers, and where museums have turned to motorcycle exhibits and fashion shows to bolster revenue. Full of provocative anecdotes and penetrating analyses, Twitchell's parsing of the age of 'McCulture' is a triumph of great verve, sharp wit and, most striking of all, infectious optimism.
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Review:
"Jim Twitchell is Jay Chiat wrapped in H. L. Mencken. He gets marketing better than most marketers -- and writes about it better, with more insight and wit, than just about any writer. Now that brands have moved off the rumps of cows onto colleges, museums, and even churches, we need Twitchell's intelligence more than ever."
-- Randall Rothenberg, author of Where the Suckers Moon: An Advertising Story and columnist, Advertising Age
"Twitchell is a tart-tongued observer who details how every corner of the culture has been exploited for commerce."
-- Geoff Lewis, BusinessWeek
"Readers fascinated by the pervasiveness of marketing in American life will revel in the way Twitchell parses our industry and academic lexicon."
-- Clayton Collins, The Christian Science Monitor
About the Author:
-- Randall Rothenberg, author of Where the Suckers Moon: An Advertising Story and columnist, Advertising Age
"Twitchell is a tart-tongued observer who details how every corner of the culture has been exploited for commerce."
-- Geoff Lewis, BusinessWeek
"Readers fascinated by the pervasiveness of marketing in American life will revel in the way Twitchell parses our industry and academic lexicon."
-- Clayton Collins, The Christian Science Monitor
James B. Twitchell is professor of English and advertising at the University of Florida. He is the author of several books on English literature, culture, marketing, and advertising, most recently Living It Up: America's Love Affair with Luxury.
"About this title" may belong to another edition of this title.
- PublisherSimon & Schuster
- Publication date2005
- ISBN 10 0743243471
- ISBN 13 9780743243476
- BindingPaperback
- Number of pages336
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Book Description Paperback. Condition: new. Paperback. Branding has become so successful and so ubiquitous that even cultural institutions have embraced it. In this witty and trenchant social analysis, James Twitchell shows how churches, universities, and museums have learned to embrace Madison Avenue rather than risk losing market share. "Branded Nation" uncovers a society where megachurches resemble shopping malls (and not by accident); where a university lives or dies on the talents of its image makers — and its ranking in "U.S. News & World Report;" and where museums have turned to motorcycle exhibits and fashion shows to bolster revenue, even franchising their own institutions into brands. In short, says Twitchell, high culture is beginning to look more and more like the rest of our culture. But in perhaps his most subversive observation, he doesn't condemn this trend; on the contrary, he believes that branding may be invigorating our high culture, bringing it to new audiences and making it a more integral part of our lives. Savvy, sharply observed, and bitingly funny, "Branded Nation" is sure to both enlighten and entertain. Twitchell performs a trenchant and witty social analysis of how branding has permeated, reshaped, and perhaps reinvigorated high culture, from religion to higher education to the art world. 50 illustrations throughout. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780743243476
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