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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'Timothy Malefyt and Brian Moeran have provided a great service both to anthropology, and to the world of advertising in this delightful, rich compendium. Advertisers are some of the premier analysts of culture, though they may not know it themselves. Studying their praxis not only gives the world insights into some of the most fundamental aspects of social life. The brilliant papers in this collection also serve as exemplary models for the anthropology of work, with applications far beyond the study of advertising itself. The book has the additional virtue of answering the perpetual student query: 'What can you do with a degree in anthropology?' These essays leave no doubt that anthropology has an essential and vital role in the world of business and commerce. It is one of the rare books that should be read both by social scientists, and M. B. A. graduates.'William O. Beeman, Anthropology Department, Brown University 'Advertising Cultures is a puzzling book. It emanates fro
About the Author
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.
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Superb ethnograhic account of advertising agency practice
16 Feb 2005
By Aidan Kelly
- Published on Amazon.com
Format:Paperback
I could not recommend this book highly enough for students of advertising and consumer culture. It is a really insightful, insider account of the work of advertising agencies and practitioners,and while the tone of writing is definitely academic, this book has much to offer practitioners within the field to reflect upon their work. I found this book having completed ethnographic fieldwork within an advertising agency, and I could relate to much of what many of the authors within the text desribed in their own accounts of agency practice. This text should be essential reading for all students of advertising and integrated marketing communications, as well as marketing and advertising practitioners alike, and is a much welcomed new perspective on advertising production.
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Scholarly Insights About Advertising World
26 Jan 2004
By Dr. Jeffrey F. Durgee
- Published on Amazon.com
Format:Paperback
This book is to the meaning production world of advertising what Howard Becker's book "Art Worlds" was to the world of art production. The articles in the collection are fascinating thick descriptions of the processes, negotiations, intentionalities and symbolic actions of ad agencies versus client companies versus end consumers as new marketing programs are produced and evolved in the US and around the world.
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