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Brand Storytelling: Context and Meaning for Cargo Pants

Joseph Henry Hancock

Source: Fashion in Fiction. Text and Clothing in Literature, Film, and Television 2009

Book chapter

During the 1960s the postmodernism of the mass media influenced consumer culture through a range of communication outlets (Baldwin, Longhurst, McCracken, Ogborn, and Smith 2000). Media outlets adopted postmodern concepts and ways of imagining the world and presented them to consumers in products including motion pictures, television, and fashion advertising. More recent examples include movies such as Blade Runner, the television series Twin Peaks, and the shopping channel QVC (Hamilton 1997).

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