African Luxury Branding

From Soft Power to Queer Futures

Mehita Iqani (University of the Witwatersrand, Johannesburg, South Africa)

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Hardback

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English

Routledge
10 January 2023

Regional studies; Economics; Advertising; Advertising industry; Regional geography

Series: Routledge Critical Advertising Studies

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding.

Building on literature examining the aesthetics and politics of African luxury, this book demonstrates how leading African luxury brands create visual material speaking to complex sensibilities of culture, nature, and future. Iqani shows how powerful brand narratives and strategies reveal ethical and ideological messages that function to re-position Africa in an increasingly congested global marketplace of ideas. In acknowledging that there is a strong political validity to recognizing the importance of African brands staking their claim in luxury, this book also problematizes the role these brands play in the promotion of luxury discourses, advancing the project of capitalism and their contribution to broader patterns of inequality.

Shedding new light not only on luxury branding strategies but also on the idea of a luxurious global “Africanicity” and on the complex cultural politics of South Africa, African Luxury Branding will be of interest to advanced students and researchers in disciplines, including Critical Advertising Studies, African Studies, Media and Communications.

By: Mehita Iqani (University of the Witwatersrand Johannesburg South Africa)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 200g
ISBN: 9781032129617
ISBN 10: 1032129611
Series: Routledge Critical Advertising Studies
Pages: 122
Publication Date: 10 January 2023
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Mehita Iqani is the South African Research Chair in Science Communication at Stellenbosch University, South Africa.