Black Social Dance in Television Advertising : An Analytical History

The influence of dance upon consumers has long been understood by advertisers. This work investigates the use of black social dance in television advertising. Covering the 1950s through the 2010s in the United States, dance is shown to provide value to brands and to affect consumption experiences. An interdisciplinary work drawing upon anthropological, phenomenological and cultural theoretical approaches, the text provides a theory of dance for a culture that has consistently drawn upon African-American arts to sell products. This Work Investigates The Anthropologic Aesthetic Of Black Social Dance In Television Advertising. Covering The 1950s Through 2010 In The United States, Each Decade Is Explored As Dance Is Shown To Provide Value To Brands, Thus Effecting Consumption. The Text Provides A Theory Of Dance For A Culture That Has Drawn Upon African-american Arts To Sell Products--provided By Publisher. Dance Theory -- Marketing, Advertising, And Dance -- A History Of Black Social Dance In Commercials -- On Black Social Dance In Commercials In 2010 -- Interpretations -- Conclusion And Future Research. Carla Stalling Huntington. Includes Bibliographical References And Index. Cover 1 Acknowledgments 8 Table of Contents 10 Preface 12 Introduction 16 Section One: Literature and Theory 32 1. Dance Theory 34 2. Marketing, Advertising, and Dance 59 Section Two: The Research Study 86 3. A History of Black Social Dance in Commercials 88 4. On Black Social Dance in Commercials in 2010 112 5. Interpretations 140 Section Three: Conclusions and Future Directions 168 Conclusions and Future Research 170 Chapter Notes 180 Bibliography 188 Index 200