Guerrilla communication, visual consumption, and consumer public relations

Guerrilla communication has grown into an increasingly prominent strategy adopted by large corporations such as American Express, BP Amoco, Chrysler, Hershey Foods, and Pepsi. In its attention-grabbing instantiations, guerrilla communication points to the convergence of advertising, marketing, and public relations in consumer communication practices. This essay also considers guerrilla communication's place in the circuit of culture. (C) 2008 Elsevier Inc. All rights reserved.