ResearchOnline@ND

Authors

Hélène de Burgh-Woodman, University of Notre Dame AustraliaFollow
C Payne

Title

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

Document Type

Conference Paper

Publication Date

2012

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.

Comments

Further information about this conference may be accessed here

Asia Pacific advances in consumer research may be accessed from the National Library of Australia here

The Author:

Ms Hélène de Burgh-Woodman

Recommended Citation

De Burgh-Woodman, H. & Payne, C. (2012). Consuming the aesthetic of the everyday: A visual analysis of Errol Morris’ “High Life”. In E. Veer, L. Ozanne, & M. N. Duluth (eds.), Asia-Pacific advances in Consumer research, Vol. 9. Association for Consumer Research.