Add Some Glam? An Essay on the Aestheticization of Media Brands

Christian Bluemelhuber ()
Additional contact information
Christian Bluemelhuber: The Berlin University of the Arts
Authors registered in the RePEc Author Service: Christian Blümelhuber

A chapter in Handbook of Media Branding, 2015, pp 111-128 from Springer

Abstract: Abstract When glamour can sell candidates and cruises, roadsters and real estate, when glamour describes stocks (so called glam stocks vs. value stocks) and rock (glam rock vs. progressive rock) and when football seasons are full of glam transfers: why should the brands of publishing houses, social media platforms, TV series or magazines not also profit from a glam component? As the re-entry (Spencer-Brown, 1972) of magic into brand management, glamour helps media companies to break free from the classical brand engineering concept and offers an aestheticization that might add value—and allure. But it also asks for a reinterpretation of some cherished concepts as glamorous brands are defined through a punctum, an extra, a rainbow-moment—and those are difficult to plan, predict, and produce. Certainties might fade away, but in return (media) brands could stand out.

Keywords: Brand engineering; Glamour; Aesthetics; Punctum; Surplus-value; Brand design; Advertising (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_8

Ordering information: This item can be ordered from
http://www.springer.com/9783319182360

DOI: 10.1007/978-3-319-18236-0_8

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().