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Ever wonder how Pabst Blue Ribbon became the beer of choice of the hipster set? How about how the U.S. Army morphed into a popular videogame?

Michael Serazio, Ph.D., assistant professor of communication at Fairfield, explains it all in “Your Ad Here: The Cool Sell of Guerrilla Marketing,” a timely talk on Wednesday, April 10 at the ������ý��Ƶ�����ƹۿ� Bookstore, 1499 Post Road, Fairfield. The 7 p.m. event is free and open to the public.

Sponsored by the College of Arts and Sciences, the Department of Communication and the Learning for a Lifetime Program, the talk is one of several events featuring Fairfield faculty, alumni and students at the bookstore this month.

Dr. Serazio’s research interests include popular culture, advertising, journalism, and new media, and his latest book, Your Ad Here: The Cool Sell of Guerrilla Marketing , takes a fascinating look at how marketing strategies have multiplied, as brand messaging creeps ever deeper into our private lives. The engaging work investigates the rise of ‘guerrilla marketing’ as a way of understanding new forms of commercial persuasion, the ‘hidden persuaders’ that work with today’s social media and digital platforms.

“It is a truism that, in media, everyone knows they are being sold something all the time,” wrote Mark Deuze, author of “Media Life and Media Work.” “It is exactly because of this that we become blind to the subtle seductions of contemporary commercial culture – and Michael Serazio is here to open our eyes.”

Dr. Serazio has been widely published in magazines and scholarly journals. He received his Ph.D. from the University of Pennsylvania’s Annenberg School for Communication. He also holds a B.A. in communication from the University of San Francisco and an M.S. in journalism from Columbia University.

More free upcoming bookstore events

• Thursday, April 4 at 7 p.m . – MFA faculty member Carol Ann Davis will read from her poetry. Davis is the author of Psalm and Atlas Hour . Sponsored by the College of Arts and Sciences and the Department of English, the appearance is part of the MFA’s Inspired Writer Series.
• Thursday, April 11 at 2 p.m. – Dr. Johanna Garvey, associate professor of English, will offer “‘It Was the Music’: Spirituals, Blues and Jazz in Literature of the Harlem Renaissance.” The talk is part of the Learning for a Lifetime Program.
• Thursday, April 18 at 7 p.m. – Launch of the 12 ^th issue of Dogwood: A Journal of Poetry and Prose , a national literary journal based at Fairfield. The evening will include appearances and readings by student editors and local authors, including Claire Zoghb, winner of the 2008 Dogwood poetry award.