Advertising Real Beer: Authenticity Claims beyond Truth and Falsity. KU Leuven
© The Author(s) 2014. It is a mainstay in the literature on consumer culture that the romantic, countercultural value of authenticity has become a core asset in mainstream marketing. Since there is little research on the particular ways in which commodities are endowed with auras of authenticity, this study analyses registers of authenticity in 153 beer commercials from eight countries. The content analysis distinguishes four strategies of ...