Abstract
This chapter examines the implications of participatory data-driven branding with regard to the possibilities of regulatory interventions and consumer resistance. The chapter argues that the current forms of advertising critique and regulatory oversight—which are predominantly based on the conceptualisation and evaluation of advertising as a form of textual representation—are inadequate for dealing with the way brands orchestrate consumer participation and utilise data for hyper-targeted promotional interventions. The authors illustrate this argument by analysing how alcohol brands activate consumers via experiential multimedia campaigns and elicit consumer engagement that produces brand value partly by prompting the circulation of content that is invisible to regulators and the public.
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Notes
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Brodmerkel, S., Carah, N. (2016). Interventions: Reimagining Advertising. In: Brand Machines, Sensory Media and Calculative Culture. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-49656-0_6
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