Your Ad Here: The Cool Sell of Guerrilla Marketing

Michael Serazio. New York Univ., $22 trade paper (224p) ISBN 978-0-8147-8590-4
The relationship between brands and consumers is one of great conflict, according to Serazio. This former journalist and assistant professor in the department of communication at Fairfield University uses the term “guerilla” as a war metaphor to describe marketing’s new attempt at virtual invisibility. Serazio boldly tosses around phrases like “appearing to abdicate a traditional position of more didactic authority when negotiating consumer behavior” or “thus emerges a regime of governance that accommodates yet structures participatory agency; self-effaces its own authority and intent through disinterested spaces and anti-establishment formats...” In other words, this is a fairly scholarly treatise. Serazio enlists Che Guevara, Michel Foucault, the Frankfurt School, and a variety of media studies theorists to fight for his cause. Underneath its dissertation language, the book attempts to resolve the mystery of whether power really has shifted from brands to consumers in the new media, word-of-mouth, consumer-generated, self-publishing promotional environment. Are new audience members “empowered” to choose their brand exposure? Or are marketers using us? The book ends on a cautionary note, with a warning that, despite the concerns of the ad men and women, they still have the upper hand in this newest fight for hearts and minds. (Apr.)
Reviewed on: 02/11/2013
Release date: 04/01/2013
Show other formats
FORMATS
Hardcover - 237 pages - 978-0-8147-4547-2
X
Stay ahead with
Tip Sheet!
Free newsletter: the hottest new books, features and more
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Email Address

Password

Log In Lost Password

PW has integrated its print and digital subscriptions, offering exciting new benefits to subscribers, who are now entitled to both the print edition and the digital editions of PW (online or via our app). For instructions on how to set up your accout for digital access, click here. For more information, click here.

The part of the site you are trying to access is now available to subscribers only. Subscribers: to set up your digital subscription with the new system (if you have not done so already), click here. To subscribe, click here.

Email pw@pubservice.com with questions.

Not Registered? Click here.