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- Title
BRANDING IRISH CINEMA: REFLECTIONS UPON CELTIC CONSUMER SOCIETY AND SOCIAL CHANGE IN DUBLIN.
- Authors
Brereton, Pat
- Abstract
This article examines various aesthetic strategies used in a number of recent films to represent and help brand [post] Celtic Tiger Ireland. Applying the retro branding analysis developed by Stephen Brown et al. (2003), and using their notion of 'allegory' to describe an Irish brand story, a close reading is provided of films like The Commitments (1991) and Angela's Ashes (2000) to more contemporary films including About Adam (1999), Adam and Paul (2004), The Tiger's Tail (2007) and Once (2007), alongside the recent huge success of In Bruges (2008). It contends that the pervasive issue of branding identity, coupled with creating an distinctive Irish brand, remains an abiding preoccupation within Irish cinema.
- Subjects
IRELAND; IRISH films; BRANDING (Marketing); ALLEGORY; COMMITMENTS, The (Film); TIGER'S Tail, The (Film); ONCE (Film)
- Publication
Irish Marketing Review, 2009, Vol 20, Issue 2, p27
- ISSN
0790-7362
- Publication type
Article