ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book elucidates the key themes that are at play in a given example of an articulation of jazz and commodities through advertising or branding. It situates these themes historically, examining how jazz advertising is predicated on jazz discourses that have emerged from a variety of sectors over the span of the 20th and 21st centuries. It also considers the ways in which jazz and advertising have interacted not only to promote individual commodities, but to contribute to the continued intellectual and emotional entrenchment of the meta-concept of consumption in global capitalism. Under-girding these three trajectories, the deeply vexed and seldom discusses the issue of jazz's circulation in a capitalist society and the culture of consumption. It argues that the relationship between jazz and consumer culture has most often been understood as fundamentally oppositional.
