Brand aid : shopping well to save the world
著者
書誌事項
Brand aid : shopping well to save the world
(A Quadrant book)
University of Minnesota Press, c2011
- : pbk
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
"Has there ever been a better reason to shop?" asks an ad for the Product RED American Express card, telling members who use the card that buying "cappuccinos or cashmere" will help to fight AIDS in Africa. Cofounded in 2006 by the rock star Bono, Product RED has been a particularly successful example of a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy.
In Brand Aid, Lisa Ann Richey and Stefano Ponte offer a deeply informed and stinging critique of "compassionate consumption." Campaigns like Product RED and its precursors, such as Lance Armstrong's Livestrong and the pink-ribbon project in support of breast cancer research, advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve. At the same time, such campaigns sell both the suffering of Africans with AIDS (in the case of Product RED) and the power of the average consumer to ameliorate it through familiar and highly effective media representations.
Using Product RED as its focal point, this book explores how corporations like American Express, Armani, Gap, and Hallmark promote compassionate consumption to improve their ethical profile and value without significantly altering their business model, protecting themselves from the threat to their bottom lines posed by a genuinely engaged consumer activism. Coupled with the phenomenon of celebrity activism and expertise as embodied by Bono, Richey and Ponte argue that this "causumerism" represents a deeply troubling shift in relief efforts, effectively delinking the relationship between capitalist production and global poverty.
目次
Preface
Introduction: Product (RED) and the Reinvention of International Aid
1. Band Aid to Brand Aid: Celebrity Experts and Expert Celebrities
2. The Rock Man's Burden: Vanity, Value, and Virtual Salvation
3. Saving Africa: AIDS and the Rebranding of Aid
4. Hard Commerce: Corporate Social Responsibility for Distant Others
5. Doing Good by Shopping Well: The Rise of "Causumer" Culture
Conclusion: Celebrities, Consumers, and Everyone Else
Notes
Works Cited
Index
「Nielsen BookData」 より