Advertising Cultures

Herausgeber: De Waal Malefyt, Timothy; Moeran, Brian

• Broschiertes Buch

Produktbeschreibung

Through its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions -- envy, fear, lust and ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves. How do advertisements endeavour to capture real life? How do advertising agencies think of their audience: the consumer and their corporate client? What issues do agencies have to consider when using an advertisement in a range of different countries? What specific methods are used to persuade us not only to buy but to remain loyal to a product? How do advertisers fan consumer desire? An incisive understanding of human behaviour is at the core of all these questions and is what unites advertisers and anthropologists in their work. While this link may come as a surprise to those who consider the former to be firmly rooted in commerce and the latter in culture, this book clearly shows that these two fields share a remarkable number of convergences. From constructing a Japaneseness that appeals to two very different Western audiences, to tracking advertising changes in the post World War II period, to considering how people can be influenced by language and symbols, Advertising Cultures is an indispensable guide to the production of images and to consumer behaviour for practitioners and students alike.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 236
• Erscheinungstermin: 1. Juni 2003
• Englisch
• Abmessung: 234mm x 156mm x 13mm
• Gewicht: 365g
• ISBN-13: 9781859736784
• ISBN-10: 1859736785
• Artikelnr.: 21058902

Autorenporträt

Timothy deWaal Malefyt is Director of Cultural Discoveries at BBDO Advertising, New York. Brian Moeran is Professor of Culture and Communication in the Department of Intercultural Communication and Management, Copenhagen Business School.

Inhaltsangabe

1How Advertising Makes its ObjectSteven Kemper2Critical Publicity/Public
Criticism: Reflections on Fieldwork in the Bombay Ad World William
Mazzarella3Advertising, Production and Consumption as Cultural
EconomyDaniel Miller4Imagining and Imaging the Other: Japanese Advertising
InternationalBrian Moeran5The Revolution in Marketing Intimate Apparel: A
Narrative EthnographyBarbara Olsen6Models, Metaphors and Client Relations:
The Negotiated Meanings of AdvertisingTimothy D. Malefyt7Fame and the
Ordinary: 'Authentic' Constructions Of Convenience FoodsMarianne Elisabeth
Lien8.Psychology Vs Anthropology: Where is Culture in Marketplace
Ethnography?Patricia L. Sunderland and Rita M. DennyAfterword: Looking
Forward, Looking BackMarietta L. BabaList of ContributorsIndexList of
ContributorsMarietta L. Baba is Professor of Anthropology and Dean of
Social Science at Michigan State University. Her research interests focus
on the interaction of strategic change and organizational culture. She is
the author of Beyond Dilbert: The Cultural Construction of Work
Organizations in America (Peacock, 2001), Theories of Practice in
Anthropology: A Critical Reassessment (AAA, 2000), Trust, Distrust and
Information Technology in American Work Organizations (Human Organization,
1999). Dr Baba can be reached at [e-mail]. Rita Denny, PhD, is a
founding partner of Practica Group, LLC, an anthropological consulting
firm. She holds an anthropology degree from the University of Chicago. Her
interests include linguistic, semiotic and symbolic traditions. Recent
publications include 'Consuming values: The culture of clients, researchers
and consumers' (ESOMAR, 1999), 'Communicating with clients: Issues of
intelligibility' (in B. Byrne and S. Squires (eds) Anthropologists in the
Product Development Industry, Greenwood, 2001), and 'Speaking to customers:
The anthropology of communications' (in John F. Sherry Jr, (ed.)
Contemporary Marketing and Consumer Behavior, Sage, 1995). She can be
contacted at [e-mail] Kemper, Professor of
Anthropology at Bates College, is the author of The Presence of the Past:
Chronicles, Politics, and Culture in Sinhala Life (Cornell, 1991) and
Buying and Believing: Sri Lankan Advertising and Consumers in a
Transnational World (University of Chicago Press, 2001). His research
interests range from monasticism and astrology to transnational forces such
as advertising and higher education. He can be reached at [phone].
Marianne Elisabeth Lien is Associate Professor of Social Anthropology at
the University of Oslo, Norway. She has previously worked as a researcher
at the National Institute for Consumer Research in Norway, where she
conducted research on nutritional policies, advertising, attitudes to meat,
mediations between consumers and suppliers in the marketplace and food
production. Her current research interests include topics related to
globalization, transnational flows, and salmon farming. She has published
Marketing and Modernity (Berg, 1997), and has contributed to several
anthologies on markets, consumption and culture.Timothy deWaal Malefyt,
PhD, is Director of Ethnographic Insights at BBDO Advertising in New York
City. He holds a PhD in anthropology from Brown University. A former
professional ballet dancer, his interests include performance, tourism and
popular culture. His publications include, 'Gendering the authentic in
Spanish flamenco,' in The Pa