Cultures of Commodity Branding

Name: Cultures of Commodity Branding
Brand: Left Coast Press Inc
Price: 215.8 AUD
Availability: BackOrder

By: Andrew Bevan (Editor), David Wengrow (Editor)

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Hardcover | 15 July 2010

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Hardcover
267 Pages

Dimensions(cm)
22.86 x 15.24 x 1.91

Hardcover

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Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online eBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.

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List of Illustrations	p. 7
Acknowledgements	p. 9
Introduction: Commodity Branding in Archaeological and Anthropological Perspectives	p. 11
Making and Marking Relationships: Bronze Age Brandings and Mediterranean Commodities	p. 35
The Work of an Istanbulite Imitasyoncu	p. 87
The Attribution of Authenticity to "Real" and "Fake" Branded Commodities in Brazil and China	p. 109
The Real One: Western Brands and Competing Notions of Authenticity in Socialist Hungary	p. 131
Royal Branding and the Techniques of the Body, the Self, and Power in West Cameroon	p. 155
Commodities, Brands, and Village Economies in the Classic Maya Lowlands	p. 167
Lincoln Green and Real Dutch Java Prints: Cloth Selvedges as Brands in International Trade	p. 197
Of Marks, Prints, Pots, and Becherovka: Freemasons' Branding in Early Modern Europe?	p. 213
The Second-Hand Brand: Liquid Assets and Borrowed Goods	p. 235
About the Editors and Contributors	p. 255
Index	p. 259
Table of Contents provided by Ingram. All Rights Reserved.

Cultures of Commodity Branding

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