Workgreen2012

Consuming the aesthetic of the everyday: A visual analysis of Errol Morris’ “High Life”

Helene Cecilia De Burgh-Woodman · Cathie Payne

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Literature, Culture, and Aesthetics Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Co-constructed meaning between marketer and consumer is a key dimension of convergent (Jenkins 2006) media. Using “Miller’s High Life” ads (1999-2005) we discuss how content convergence prompts different co-constructed meanings among consumer segments, how “mundane art” is produced and how the marketer/consumer relationship is transformed into a filmmaker/viewer-consumer one. From an interdisciplinary perspective, we discuss the implications of this transformed relationship for marketing.

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2000Marketing management: analysis. planning. implementation and control 2026Art as Experience (1934)1993Consumer Behavior: Buying, Having and Being 1980Innovativeness, Novelty Seeking, and Consumer Creativity 1995Liberatory Postmodernism and the Reenchantment of Consumption 2002Introduction to documentary 1990Culture and Consumption 2001Utopian Enterprise: Articulating the Meanings ofStar Trek's Culture of Consumption : Figure 1

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