Cultures of Commodity Branding

Cultures of Commodity Branding

by Andrew Bevan, David Wengrow

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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.

Product Details

ISBN-13: 9781315430874
Publisher: Taylor & Francis
Publication date: 06/16/2016
Series: UCL Institute of Archaeology Publications
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 267
File size: 3 MB

About the Author


Andrew Bevan is a lecturer at the Institute of Archaeology, University College London. He has active research interests in the social construction of value across widely ranging time periods and cultural contexts, with a particular focus on early societies in the Middle East and Mediterranean. He is author or Stone Vessels and Values in the Bronze Age Mediterranean (Cambridge, 2007).

David Wengrow is a lecturer at the Institute of Archaeology, University College London. He has active research interests in the social construction of value across widely ranging time periods and cultural contexts, with a particular focus on early societies in the Middle East and Mediterranean. Wengrow is the author of Prehistories of Commodity Branding in the journal Current Anthropology, from which the papers in this book were developed. He is also author of The Archaeology of Early Egypt: Social Transformations in North-East Africa (Cambridge, 2006).

Table of Contents

Preface

1. Introduction: cultures of commodity branding, David Wengrow

2. Making and marking relationships: Bronze Age brandings and Mediterranean

Commodities, Andrew Bevan

3. Commodities, brands, and village economies: production, exchange and use of pottery in the Classic Maya Mopan Valley, Jason Yaeger

4. Lincoln Green and Real Dutch Java prints: cloth selfedges and brands in

international trade, Gracia Clark

5. Royal branding and the techniques of the body, the self and power in West

Cameroon, Jean-Pierre Warnier

6. The work of an Istanbulite imitasyoncu, Magdalena Craciun

7. The second-hand brand: liquid assets and borrowed goods, Alison J. Clarke

8. The Real One: Western brands and competing notions of authenticity in Socialist Hungary, Ferenc Hammer 

9. Of marks, prints, pots and becherovka: freemasons’ branding in early modern Europe?, Marcos Martinón-Torres

10. The attribution of authenticity to “real” and “fake” branded commodities in Brazil and China, Rosana Pinheiro-Machado

Index

About the Authors

Customer Reviews