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Extensions and the Advertising Suite

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Advertising in Contemporary Consumer Culture

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Abstract

This chapter considers how advertising assemblages are able to extend beyond singular, or individual, works to become integrated suites of interacting intensities, emerging as complex cinematic systems of affect that encompass evolving narratives that deterritorialise across several, interrelated works, expand their aesthetic capacities and develop the kinds of intensities that elevate advertising beyond that of spectacle. Underpinning this discussion of advertising as suites is the view that these elaborate, multifaceted assemblages that range over several fragments, and yet come together as a whole, transform advertisements from individual artefacts to deeply complex narrative and aesthetic structures that enable richer consumer connections with depicted story worlds and articulate a deeper reach into cultural consciousness.

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Authors and Affiliations

  1. The University of Notre Dame Australia, Sydney, Australia

    Hélène de Burgh-Woodman

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  1. Hélène de Burgh-Woodman
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de Burgh-Woodman, H. (2018). Extensions and the Advertising Suite. In: Advertising in Contemporary Consumer Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-77944-7_6

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