Jackie Raphael-Luu – författare

From Bollywood to K-Pop, from Crazy Rich Asians to YouTube stars and Boys’ Love media, this book brings together leading scholars to explore “bromance” in celebrity culture across Asia. Celebrity Bromance and Comradery Capital in Asia demonstrates how celebrity bromances are used as global promotional tools in different national and transnational contexts, including China, Thailand, India and beyond. Across chapters written by leading international scholars, the book demonstrates how a “comradery capital” develops as Asian bromances become not just a promotional tool but commodities in their own right in contemporary celebrity culture.

From Bollywood to K-Pop, from Crazy Rich Asians to YouTube stars and Boys’ Love media, this book brings together leading scholars to explore “bromance” in celebrity culture across Asia. Celebrity Bromance and Comradery Capital in Asia demonstrates how celebrity bromances are used as global promotional tools in different national and transnational contexts, including China, Thailand, India and beyond. Across chapters written by leading international scholars, the book demonstrates how a “comradery capital” develops as Asian bromances become not just a promotional tool but commodities in their own right in contemporary celebrity culture.

Designed to teach students the essential theory and tools of advertising, this unique textbook also places a special emphasis on sustainability, diversity and ethical issues within contemporary practice.Offering a complete introduction to the topic, this book covers practical and creative skills while raising central theories of communication and knowledge around the impact of advertising. Topics include a short history of the industry, branding, writing briefs and de-briefing, conceptualising, art direction and copywriting. Readers will also be introduced to consumer behaviour to understand their target audience and key theories around persuasion, rhetoric, semiotics, colour theory and meaning transfer. Each topic is offset by tasks and tips which encourage students to engage with and understand its moral implications: from environmental impacts, to stereotyping and representation. With activities in every chapter, this book takes a scaffolding approach to learning, guiding readers from the basics up to landing their first job in the industry and reinforcing knowledge along the way. A concluding chapter offers guidance on portfolio layouts, CV content, interview preparation, networking skills and applying for competitions.This is an essential read for anyone undertaking courses in Creative Advertising, Marketing and , while also being a useful resource for courses in Graphic Design, Public Relations, Media and Sustainability. e-Resources for instructors include an example syllabus, extra reading list, class activities and additional advertising briefs.