Astrid Van den Bossche is a Lecturer in Marketing and Interim Head of Learning and Teaching at the Institute of Management Studies. Prior to joining Goldsmiths, she completed her DPhil at the Saïd Business School, University of Oxford. She also holds a BA in Liberal Arts from University College Maastricht, an MSt in Film Aesthetics from the University of Oxford, and an MSc in Management from London Business School.
Astrid studies what it means to be sceptical of advertising, and focusses on the processes of interpretation in persuasion contexts. In order to address the gulf between interpretive and behavioural approaches to marketing, she introduces cognitive literary theory to advertising research. She is specifically interested in the role of theory of mind in advertising literacy, and her current research examines how mindreading shaped the iconic Maidenform “I dreamed…” campaign (United States, 1949-1969). In terms of methodology, Astrid is exploring the potential of computational approaches to analysing archival materials.
In a separate project, Astrid is looking at the representation of money and markets in children’s picture books. She is particularly interested in the development of theory of mind in consumer contexts, in gender bias in market-related storytelling, and in the relationship between fictionality and promotional language.
Astrid’s interest in marketing was awakened during her work experience as a brand strategist. Trained as a film theorist, Astrid noted that cultural savvy seemed as important as business skills when formulating successful brand strategies. These insights guide her teaching.
Academic Qualifications
BA in Liberal Arts (Media Studies, Computer Science) – University College Maastricht
MSt in Film Aesthetics – University of Oxford
MSc in Management – London Business School
DPhil in Management Studies — Saïd Business School, University of Oxford