Branded Nation: The Marketing of Megachurch. College Inc.. and Museumworld

New
Illustrated
2005
$17.92

How is it that a Big Mac is merely lunch in America and a symbol of cultural imperialism in France? Why did the September 11 terrorists choose United and American over any other airlines? Because they are branded, looming as larger-than-life symbols of America. Branding, to hear James Twitchell tell it, is nothing more than commercial storytelling - and it's become so ubiquitous that even institutions we thought were above branding have succumbed. And according to Twitchell, that's probably just fine. BRANDED NATION lays bare an American society where megachurches resemble shopping malls, where a university lives or dies on the talents of its image-makers, and where museums have turned to motorcycle exhibits and fashion shows to bolster revenue. Full of provocative anecdotes and penetrating analyses, Twitchell's parsing of the age of 'McCulture' is a triumph of great verve, sharp wit and, most striking of all, infectious optimism.

Synopsis

How is it that a Big Mac is merely lunch in America and a symbol of cultural imperialism in France? Why did the September 11 terrorists choose United and American over any other airlines? Because they are branded, looming as larger-than-life symbols of America. Branding, to hear James Twitchell tell it, is nothing more than commercial storytelling - and it's become so ubiquitous that even institutions we thought were above branding have succumbed. And according to Twitchell, that's probably just fine. BRANDED NATION lays bare an American society where megachurches resemble shopping malls, where a university lives or dies on the talents of its image-makers, and where museums have turned to motorcycle exhibits and fashion shows to bolster revenue. Full of provocative anecdotes and penetrating analyses, Twitchell's parsing of the age of 'McCulture' is a triumph of great verve, sharp wit and, most striking of all, infectious optimism.

$17.92

Quantity

10 in stock

More Information

Format: Illustrated
Pages: 336
Edition: New e.
Publisher: Simon & Schuster
Published: 23 Aug 2005
ISBN 10: 0743243471
ISBN 13: 9780743243476

Media Reviews

Jim Twitchell is Jay Chiat wrapped in H. L. Mencken. He gets marketing better than most marketers -- and writes about it better, with more insight and wit, than just about any writer. Now that brands have moved off the rumps of cows onto colleges, museums, and even churches, we need Twitchell's intelligence more than ever.
-- Randall Rothenberg, author of Where the Suckers Moon: An Advertising Story and columnist, Advertising Age
Twitchell is a tart-tongued observer who details how every corner of the culture has been exploited for commerce.
-- Geoff Lewis, BusinessWeek
Readers fascinated by the pervasiveness of marketing in American life will revel in the way Twitchell parses our industry and academic lexicon.
-- Clayton Collins, The Christian Science Monitor

Author Bio

James B. Twitchell is professor of English and advertising at the University of Florida. He is the author of several books on English literature, culture, marketing, and advertising, most recently Living It Up: America's Love Affair with Luxury.