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Выводы

Взаимодействие идентичности, потребления и изображения указывает на один из критических императивов потребительской культуры. Критический анализ визуальных данных открывает новые перспективы рассмотрения специфических культурных и исторических связей в изображениях одной эпохи. Исследователи могут использовать преимущества средств, заимствованных из культурно-исторических учений, для рассмотрения поэтических и политических аспектов изображения как репрезентативной системы. Конструирование визуальной генеалогии изображений одного исторического периода помогает выявить роль маркетинга в подобной репрезентативной системе, продуцирующей значение в рамках рекламируемого товара, сервиса или бренда, связывая изображения с соответствующими культурными традициями, создающими это значение.

Благодарности

Спасибо Жанет Боргерсон, Лауре Меамбер, Крейгу Томсону, Барбаре Стерн, Карин Бекер, Тому О'Гуинну и Элизабет Милроу за комментарии к данной главе, и Рассу Белку за сопровождение анализа визуальных аспектов в потребительском исследовании.

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