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Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Peer Review Status: Refereed
Author(s): Daza-LeTouze, Claudia
Brownlie, Douglas
Hewer, Paul
Kerrigan, Finola
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Title: 'Warhol': 'Celebritisation' as Human Branding
Editor(s): Patterson, A
Oakes, S
Citation: Daza-LeTouze C, Brownlie D, Hewer P & Kerrigan F (2011) 'Warhol': 'Celebritisation' as Human Branding. In: Patterson A & Oakes S (eds.) Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever. Academy of Marketing Conference 2011: Marketing Field Forever, University of Liverpool Management School, Liverpool, 05.07.2011-07.07.2011. Liverpool: Academy of Marketing.
Issue Date: 2011
Date Deposited: 27-Jul-2012
Conference Name: Academy of Marketing Conference 2011: Marketing Field Forever
Conference Dates: 2011-07-05 - 2011-07-07
Conference Location: University of Liverpool Management School, Liverpool
Abstract: During his life and after his death, Andy Warhol was synonymous in arts circles with controversy and celebrity. In 1971 David Bowie sang "Andy Warhol, silver screen!" Warhol was the ‘pope of pop' and his iconic status continues to this day, long after his untimely death in 1987. The 1960s, that incipient era of McLuhan and the febrile mass-media eco-system, saw his visionary work transform our understanding of aesthetics, authenticity and art situated in the material culture of the everyday. Like others before him, he reminds us that the institutionalized gaze is dangerously myopic and disenfranchising. In this paper we draw on published accounts of Warhol's career and his rise to fame as the basis of developing an account of human branding as ‘celebritisation'. In doing so, we draw on consumer research, studies of celebrity and fame and published texts on Warhol's work and life.
Status: AM - Accepted Manuscript
Rights: Paper presented at the annual Academy of Marketing Conference, Marketing Fields Forever. The papers are entirely in the public domain, and are available to access by the general public.

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