2 - Ad-Vocacy

Summary

This chapter begins by introducing five marketing practices of persuasion relevant to marketised global justice: branding, advertising, public relations, public diplomacy/place branding, and propaganda. The chapter illustrates how these marketing practices are employed in the non-commercial sphere, and specifically by those invoking global justice. After this first introduction to the use of marketing practices outside of the commercial sphere, the political, economic, social, and cultural context of the extension of marketing practices is explained. For this, the chapter begins with a framing of the attention economy and its distributive effects. Spectacle is explained as a means through which attention is directed towards the visceral. Stereotyping as a common tool of spectacle is revealed as having distributional effects in retaining divides between the Global North and the Global South. From here, the discussion moves more directly to a consideration of the relationship between neoliberalism and law.