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As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.

Book history --- Marketing --- bookselling --- branding --- publishers --- Netherlands --- Books - Marketing - History --- Branding (Marketing) - History --- Publishers and publishing - History --- Books --- Branding (Marketing) --- Publishers and publishing

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Objects are all around us – and images of objects, advertisements for objects. Things are no longer merely purely physical or economic entities: within the visual economy of advertising, they are inescapably moral. Any object, regardless of its nature, can for at least a moment aspire to be “good,” can become not just an object of value but a complex of possible happiness, a moral source of perfection for any one of us.Our relation to things, Coccia, argues in this provocative book, is what makes us human, and the object world must be conceived as an ultimate artifact in order for it to be the site of what the philosophical tradition has considered "the good." Thinking a radical political praxis against a facile materialist critique of things, Coccia shows how objects become the medium through which a city enunciates its ethos, making available an ethical life to those who live among them. When we acknowledge that our notion of “the good” resides within a world of things, we must grant that in advertising, humans have revealed themselves as organisms that are ethically inseparable from the very things they produce, exchange, and desire. In the advertising imaginary, to be human is to be a moral cyborgs whose existence attains ethical perfection only via the universe of things. The necessary alienation which commodities cause and express is moral rather than economic or social; we need our own products not just to survive biologically or to improve the physical conditions of our existence, but to live morally. Ultimately, Coccia’s provocative book offers a radically political rethinking of the power of images. The problem of contemporary politics is not the anesthetization of words but the excess power we invest in them. Within images, we already live in another form of political life, which has very little to do with the one invented and formalized by the ancient and modern legal tradition. All we need to do is to recognize it. Advertising and fashion are just the primitive, sometimes grotesque, but ultimately irrepressible prefiguration of the new politics to come.

Advertising. --- Consumer goods. --- Advertising History. --- Art History. --- Art. --- Cultural History. --- Marketing History. --- Marketing. --- Moral Philosophy. --- Philosophy.

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#SBIB:39A73 --- Etnografie: Afrika --- Soap trade --- Zimbabwe --- History --- Hygiene products --- Marketing --- Rural health --- Soap trade - Zimbabwe - History. --- Hygiene products - Zimbabwe - Marketing - History. --- Rural health - Zimbabwe - History.

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Le sport célèbre les vainqueurs, leur sourire et leurs larmes, leurs performances et leur fortune. On en oublie le plus souvent les vaincus, les tricheurs et les hommes de l'ombre qui fabriquent le sport business : agents, dirigeants, entraîneurs, entrepreneurs, financiers, journalistes, bookmakers, dealers. Derrière les Mohamed Ali, les Eddy Merckx, les Pelé et autres Federer, cet ouvrage parcourt deux siècles d'histoire au contact de ces personnages occultes dont on parle peu mais qui ont eu plus d'influence que quiconque sur l'évolution de la pratique et de l'industrie sportives. Ainsi de Horst Dassler, ancien patron d'Adidas, inventeur du marketing sportif, faiseur de rois, d'argent et de champions. Son empire produisit tous les grands dirigeants du sport mondial, présidents du CIO (Juan Antonio Samaranch, Thomas Bach) ou de la FIFA (João Havelange, Sepp Blatter, tous deux déchus pour corruption). Ainsi également de ces médecins italiens qui, dès les années 1950, développèrent la science du dopage et gangrenèrent le cyclisme et bien d'autres disciplines. Ou encore d'Avery Brundage, président du CIO de 1952 à 1972, qui s'opposa ardemment au boycott des Jeux olympiques de Munich (1936) au nom de l'apolitisme du sport cher à Pierre de Coubertin, lui-même misogyne et raciste. Ce sont ces figures cachées dans les bureaux, dans les lobbies, dans les arcanes, mais aussi les oubliés, les parias, les sans-grades, les perdants sans qui le sport ne pourrait jamais célébrer les vainqueurs, que cet ouvrage fait sortir de l'ombre.

Sports --- Corrupt practices --- History --- Marketing --- Economic aspects --- Political aspects. --- Marketing. --- Pratiques déloyales --- Histoire. --- Aspect politique --- Sports - Corrupt practices - History --- Sports - Marketing - History --- Sports - Economic aspects --- Sports - History - Miscellanea

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Modernisme (Art) --- Commercialisation --- fin de siècle --- Modernism (Art) --- Art, European --- Art --- Art criticism --- Art européen --- Critique d'art --- Marketing --- History --- Histoire --- anno 1800-1999 --- Europe --- kunsthandel --- kunstkritiek --- geschiedenis --- 19de eeuw --- 20ste eeuw --- Europa --- Art [Modern ] --- 19th century --- 20th century --- Art - Europe - Marketing - History - 19th century. --- Art - Europe - Marketing - History - 20th century. --- Art criticism - Europe - History - 20th century. --- kunsthandel. --- kunstkritiek. --- geschiedenis. --- fin de siècle. --- 19de eeuw. --- 20ste eeuw. --- Europa.