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I am an Associate Professor in Creative Advertising in the School of Arts and Creative Industries. I joined LSBU in 2017 having previously worked at UEL and UAL and before that at the advertising agency BBH. I am the course director for Creative Advertising with Marketing and I also supervise PhD students in the field of promotional culture. My own PhD was an interdisciplinary work that examined the experiential dimension of temporality through cinematic narrative and my interest in time has remained a constant in my research to date with specific reference to promotional and material culture.
I have published extensively on both advertising and promotional culture but my current passion centres on the challenges of sustainable consumption with specific reference to notions of time and temporality. A recent paper on fast fashion came out at the time of COP26 which garnered wide interest across radio, print and the internet. My mission is to instil a series of values across the modules that I teach based on consideration of how sustainability and promotional culture need not be in conflict. Working with brands such as TRAID students can engage with sustainability in practice and shape the future direction of the ethics and values of advertising.
My current research examines the challenges sustainable consumption faces through the lens of the history of retail space. Using the pandemic as a moment in which buying habits changed significantly, I am examining the increasing gamification of how we consume and exploring through a psycho-social perspective how meaning is slowly being emptied out of material culture coupled with the work brands now need to employ to reignite value and authenticity.
I am an active member of :
History of Advertising Trust - Educational Research
UAL Branded Content Research Hub
ESRC/AHRC Branded Content Governance Project (Commences 9/22)
Postgraduate Research Supervision
|Ms Paramita Utami Santoso||Doctoral Research Project||PhD|
Awarded in the last 5 years
London Doctoral Consortium: University of London and the British Film Institute
Higher Education Academy
Spirals, Spikes and Spinning Wheels: Temporal models challenging the sustainability agenda in relation to fast fashion consumption
Powell, H. (2021). Spirals, Spikes and Spinning Wheels: Temporal models challenging the sustainability agenda in relation to fast fashion consumption. Fashion, Style and Popular Culture. 8 (4), pp. 387-397. https://doi.org/10.1386/fspc_00098_1
The Advertising Revolution: Past, Present and Future
Powell, H. (2021). The Advertising Revolution: Past, Present and Future. in: Stam, D., Blake, A. and Das, S. (ed.) Innovations In Magazine Publishing Abingdon Routledge.
The Advertising Handbook
Powell, Helen, Hardy, Jonathan and Macrury, Iain (2018). The Advertising Handbook. Routledge.
Always On: Mobile Culture and Its Temporal Consequences
Powell, H (2017). Always On: Mobile Culture and Its Temporal Consequences. in: Prasad, S (ed.) Creative Mobile Media A Complete Course Wspc (Europe). pp. 99-119
Promotional Culture and Convergence: Markets, Methods, Media
Powell, H. Powell, H. (ed.) (2013). Promotional Culture and Convergence: Markets, Methods, Media. Abbingdon Routledge/Taylor & Francis.
Stop the Clocks! Time, Cinema and the Narrative.
Powell, H. (2012). Stop the Clocks! Time, Cinema and the Narrative. London I. B. Tauris.
The Affect of Looking Backwards: An analysis of the emotional labour of advertising in times of recession
Powell, H. (2011). The Affect of Looking Backwards: An analysis of the emotional labour of advertising in times of recession. Free Associations. 62.
Older Consumers and Celebrity Advertising
Powell, H. and Yoon, Hyunsun (2011). Older Consumers and Celebrity Advertising. Ageing and Society. 32 (8). https://doi.org/10.2017/S0144686X1100095X
Life Swap: Celebrity Expert as Lifestyle Advisor
Powell, H. and Prasad, S. (2007). Life Swap: Celebrity Expert as Lifestyle Advisor. in: Reading Makeover Television: realities remodelled I.B. Tauris.