Overview

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.

Full Product Details

Author:   Andrew Bevan ,  David Wengrow
Publisher:   Left Coast Press Inc
Imprint:   Left Coast Press Inc
Dimensions:   Width: 15.20cm , Height: 1.50cm , Length: 22.90cm
Weight:   0.500kg
ISBN:  

9781598745429

ISBN 10:   1598745425
Pages:   267
Publication Date:   31 August 2012
Audience:   College/higher education ,  General/trade ,  Tertiary & Higher Education ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"List of Illustrations Acknowledgements 1. Introduction: Commodity Branding in Archaeological and Anthropological Perspectives, David Wengrow 2. Making and Marking Relationships: Bronze Age Brandings and Mediterranean Commodities, Andrew Bevan 3. The Work of an Istanbulite Imitasyoncu, Magdalena Craciun 4. The Attribution of Authenticity to ""Real"" and ""Fake"" Branded Commodities in Brazil and China, Rosana Pinheiro-Machado 5. The Real One: Western Brands and Competing Notions of Authenticity in Socialist Hungary, Ferenc Hammer 6. Royal Branding and the Techniques of the Body, the Self and Power in West Cameroon, Jean-Pierre Warnier 7. Commodities, Brands, and Village Economies in the Classic Maya Lowlands, Jason Yaeger 8. Lincoln Green and Real Dutch Java Prints: Cloth Selvedges as Brands in International trade, Gracia Clark 9. Of Marks, Prints, Pots and Becherovka: Freemasons' Branding in Early Modern Europe?, Marcos Martinon-Torres 10. The Second-Hand Brand: Liquid Assets and Borrowed Goods, Alison J. Clarke About the Editors and Contributors Index"

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Author Information

Edited by Bevan, Andrew; Wengrow, David

Tab Content 6

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