From an Empire to Brexit
Book chapter > Chapter Other Book · 2022
Authors: Onur Serdan Çarboğa, Ece Nur KAYA YILDIRIM
Advances in Marketing, Customer Relationship Management, and E-Services, Chapter Other Book, IGI Global, B, International, 2022, pp 288-313, ,
DOI: 10.4018/978-1-7998-9672-2.ch015
Summary
To comprehend how British advertising gained its unique identity, this study reviews historical events and phenomena such as imperialism and Brexit, discusses the cultural structure of British society, and considers the advertising industry's political-economic structure. It utilises a modern branch of critical discourse analysis called multimodal discourse analysis and extensively studies the HSBC TV commercial titled ‘Home To So Much More', focusing on how its visuals create and represent Britishness and the British way of making advertisements.