Graham H J Roberts
Consumer Culture, Branding and Identity in the New Russia
From Five-year Plan to 4x4
Graham H J Roberts
Consumer Culture, Branding and Identity in the New Russia
From Five-year Plan to 4x4
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Russia is currently enjoying an astonishing consumer boom that not even the recent global financial crisis has managed to dampen. As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other.
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Russia is currently enjoying an astonishing consumer boom that not even the recent global financial crisis has managed to dampen. As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other.
Produktdetails
- Produktdetails
- Verlag: Routledge
- Seitenzahl: 200
- Erscheinungstermin: 31. März 2021
- Englisch
- Abmessung: 234mm x 156mm x 11mm
- Gewicht: 304g
- ISBN-13: 9780367340636
- ISBN-10: 0367340631
- Artikelnr.: 60019063
- Verlag: Routledge
- Seitenzahl: 200
- Erscheinungstermin: 31. März 2021
- Englisch
- Abmessung: 234mm x 156mm x 11mm
- Gewicht: 304g
- ISBN-13: 9780367340636
- ISBN-10: 0367340631
- Artikelnr.: 60019063
Graham H. Roberts teaches Russian Studies and International Business at the University of Nanterre (Paris Ouest). He is a member of the CECILLE research centre at the University of Lille 3, and an associate member of the REGARDS research centre at the University of Reims Champagne-Ardenne
Introduction 1. From Red Square to Nike Town: Re-enchanting the retail
experience 1.1. Introduction: The curious tale of the giant steamer trunk
in the night 1.2. Retailing in Russia, 1885-1991: From enchantment to
disenchantment 1.3. Case Studies i) The re-enchantment of retailing in
post-Soviet Russia: Privatisation and the arrival of the pre-fabricated
kiosk ii) The politics of fast food in the new Russia: From Big Macs to
pineapple milk shakes iii) Space invaders: The arrival of IKEA iv)
'Pleasure domes with parking': The rise of the mall v) The Russian sex shop
market and the branding of Tochka-G 1.4. Conclusion 2. From Superman to the
Invisible Man: Imagining the male body in contemporary Russian advertising
2.1. Introduction 2.2. Masculinity in Contemporary Russian Culture 2.3.
Masculinity in/and Advertising. 2.4. Key Assumptions and Methodology 2.5.
Case Studies i) Back to the (Soviet) future: The Dodge Caliber and the cult
of the male body ii) On 'Russian Ice' with Sylvester Stallone iii) From
abject to subject: Tinkoff's 'Zooom' alcopop and a story of everyday
heroism iv) Men's grooming products and the return of the 'real' man: Nivea
for Men, the Philips body-hair trimmer and Gillette's Pro Fusion Glide
razor v) The 'First Time' with Putin or the lad(y) vanishes 2.6.
Conclusion: From superman to the invisible man 3. The Politics of Packaging
in Post-Socialist Russia: Labels, Logos, Locations 3.1. Introduction 3.2.
Packaging: From shelf space to ideoscape 3.3. FMCG Packaging in Russia 3.4.
Moscow and Myth, Moscow as Myth: Past, present and future 3.5.
Representations of Moscow on Russian Chocolate Packaging 3.6: Discussion
4. The Final Frontier: Brands and Branding on Social Media in the New
Russia 4.1. Introduction: Social Media, Brand Communities and Value
Co-creation 4.2. Case Studies: i) Siberian Crown's 'Map of Russian Pride'
on Facebook: Collective memories, imaginary geographies, brand identity ii)
Levi's on Vkontakte: Branding's final frontier? Afterword, or the
Cautionary Tale of Diana, Lada, Myusya - and Vlad
experience 1.1. Introduction: The curious tale of the giant steamer trunk
in the night 1.2. Retailing in Russia, 1885-1991: From enchantment to
disenchantment 1.3. Case Studies i) The re-enchantment of retailing in
post-Soviet Russia: Privatisation and the arrival of the pre-fabricated
kiosk ii) The politics of fast food in the new Russia: From Big Macs to
pineapple milk shakes iii) Space invaders: The arrival of IKEA iv)
'Pleasure domes with parking': The rise of the mall v) The Russian sex shop
market and the branding of Tochka-G 1.4. Conclusion 2. From Superman to the
Invisible Man: Imagining the male body in contemporary Russian advertising
2.1. Introduction 2.2. Masculinity in Contemporary Russian Culture 2.3.
Masculinity in/and Advertising. 2.4. Key Assumptions and Methodology 2.5.
Case Studies i) Back to the (Soviet) future: The Dodge Caliber and the cult
of the male body ii) On 'Russian Ice' with Sylvester Stallone iii) From
abject to subject: Tinkoff's 'Zooom' alcopop and a story of everyday
heroism iv) Men's grooming products and the return of the 'real' man: Nivea
for Men, the Philips body-hair trimmer and Gillette's Pro Fusion Glide
razor v) The 'First Time' with Putin or the lad(y) vanishes 2.6.
Conclusion: From superman to the invisible man 3. The Politics of Packaging
in Post-Socialist Russia: Labels, Logos, Locations 3.1. Introduction 3.2.
Packaging: From shelf space to ideoscape 3.3. FMCG Packaging in Russia 3.4.
Moscow and Myth, Moscow as Myth: Past, present and future 3.5.
Representations of Moscow on Russian Chocolate Packaging 3.6: Discussion
4. The Final Frontier: Brands and Branding on Social Media in the New
Russia 4.1. Introduction: Social Media, Brand Communities and Value
Co-creation 4.2. Case Studies: i) Siberian Crown's 'Map of Russian Pride'
on Facebook: Collective memories, imaginary geographies, brand identity ii)
Levi's on Vkontakte: Branding's final frontier? Afterword, or the
Cautionary Tale of Diana, Lada, Myusya - and Vlad
Introduction 1. From Red Square to Nike Town: Re-enchanting the retail
experience 1.1. Introduction: The curious tale of the giant steamer trunk
in the night 1.2. Retailing in Russia, 1885-1991: From enchantment to
disenchantment 1.3. Case Studies i) The re-enchantment of retailing in
post-Soviet Russia: Privatisation and the arrival of the pre-fabricated
kiosk ii) The politics of fast food in the new Russia: From Big Macs to
pineapple milk shakes iii) Space invaders: The arrival of IKEA iv)
'Pleasure domes with parking': The rise of the mall v) The Russian sex shop
market and the branding of Tochka-G 1.4. Conclusion 2. From Superman to the
Invisible Man: Imagining the male body in contemporary Russian advertising
2.1. Introduction 2.2. Masculinity in Contemporary Russian Culture 2.3.
Masculinity in/and Advertising. 2.4. Key Assumptions and Methodology 2.5.
Case Studies i) Back to the (Soviet) future: The Dodge Caliber and the cult
of the male body ii) On 'Russian Ice' with Sylvester Stallone iii) From
abject to subject: Tinkoff's 'Zooom' alcopop and a story of everyday
heroism iv) Men's grooming products and the return of the 'real' man: Nivea
for Men, the Philips body-hair trimmer and Gillette's Pro Fusion Glide
razor v) The 'First Time' with Putin or the lad(y) vanishes 2.6.
Conclusion: From superman to the invisible man 3. The Politics of Packaging
in Post-Socialist Russia: Labels, Logos, Locations 3.1. Introduction 3.2.
Packaging: From shelf space to ideoscape 3.3. FMCG Packaging in Russia 3.4.
Moscow and Myth, Moscow as Myth: Past, present and future 3.5.
Representations of Moscow on Russian Chocolate Packaging 3.6: Discussion
4. The Final Frontier: Brands and Branding on Social Media in the New
Russia 4.1. Introduction: Social Media, Brand Communities and Value
Co-creation 4.2. Case Studies: i) Siberian Crown's 'Map of Russian Pride'
on Facebook: Collective memories, imaginary geographies, brand identity ii)
Levi's on Vkontakte: Branding's final frontier? Afterword, or the
Cautionary Tale of Diana, Lada, Myusya - and Vlad
experience 1.1. Introduction: The curious tale of the giant steamer trunk
in the night 1.2. Retailing in Russia, 1885-1991: From enchantment to
disenchantment 1.3. Case Studies i) The re-enchantment of retailing in
post-Soviet Russia: Privatisation and the arrival of the pre-fabricated
kiosk ii) The politics of fast food in the new Russia: From Big Macs to
pineapple milk shakes iii) Space invaders: The arrival of IKEA iv)
'Pleasure domes with parking': The rise of the mall v) The Russian sex shop
market and the branding of Tochka-G 1.4. Conclusion 2. From Superman to the
Invisible Man: Imagining the male body in contemporary Russian advertising
2.1. Introduction 2.2. Masculinity in Contemporary Russian Culture 2.3.
Masculinity in/and Advertising. 2.4. Key Assumptions and Methodology 2.5.
Case Studies i) Back to the (Soviet) future: The Dodge Caliber and the cult
of the male body ii) On 'Russian Ice' with Sylvester Stallone iii) From
abject to subject: Tinkoff's 'Zooom' alcopop and a story of everyday
heroism iv) Men's grooming products and the return of the 'real' man: Nivea
for Men, the Philips body-hair trimmer and Gillette's Pro Fusion Glide
razor v) The 'First Time' with Putin or the lad(y) vanishes 2.6.
Conclusion: From superman to the invisible man 3. The Politics of Packaging
in Post-Socialist Russia: Labels, Logos, Locations 3.1. Introduction 3.2.
Packaging: From shelf space to ideoscape 3.3. FMCG Packaging in Russia 3.4.
Moscow and Myth, Moscow as Myth: Past, present and future 3.5.
Representations of Moscow on Russian Chocolate Packaging 3.6: Discussion
4. The Final Frontier: Brands and Branding on Social Media in the New
Russia 4.1. Introduction: Social Media, Brand Communities and Value
Co-creation 4.2. Case Studies: i) Siberian Crown's 'Map of Russian Pride'
on Facebook: Collective memories, imaginary geographies, brand identity ii)
Levi's on Vkontakte: Branding's final frontier? Afterword, or the
Cautionary Tale of Diana, Lada, Myusya - and Vlad