The book, which focuses on how today’s guerilla marketing and advertising tactics give the illusion of freedom and participation while actually seeking to govern consumers’ actions on a deeper level, is the product of Serazio’s dissertation, which won the Gerald R. Miller Dissertation Award for best dissertation at the National Communication Association’s 2011 conference.
The research itself consisted of many interviews with advertising and marketing practitioners at all levels. “As for the most interesting thing I found in talking to them,” Serazio said, “– it’d probably have to be one of core themes of the book: That they don’t see their work as advertising; or, at least, they idealize it as something culturally larger than that.”
While admitting that the book is primarily written from an academic standpoint, Serazio added, “I’d like to believe that non-scholars who are interested in marketing, pop culture, and society would be interested as well.”
The bookstore is located at 1499 Post Road in Fairfield, and the event is free and open to the public.