Advertising Cultures

ISBN-10: 1859736785

ISBN-13: 9781859736784

Edition: 2003

Authors: Timothy deWaal Malefyt, Brian Moeran, Timothy Dewaal, Dewaal Malefyt Timothy

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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.'Advertising Cultures is a puzzling book. It emanates from the annual conference of the 2000 American Anthropological Association and comprises just under a dozen academic papers on the interaction of anthropology with advertising.The puzzle is that all the book's contributers imply that anthropologists and antropological methodologies are now commonplace in advertising.'Winston Fletcher, Times Hire Education Supplement
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Book details

List price: $32.95
Copyright year: 2003
Publisher: Bloomsbury Academic & Professional
Publication date: 6/1/2003
Binding: Paperback
Pages: 224
Size: 9.50" wide x 6.25" long x 0.75" tall
Weight: 0.792
Language: English

Timothy de Waal Malefyt is Vice President and Director of Cultural Discoveries at BBDO Worldwide Advertising in NYC, and leads an in-agency ethnographic group.

How Advertising Makes its Object
Critical Publicity/Public Criticism: Reflections on Fieldwork in the Bombay Ad World
Advertising, Production and Consumption as Cultural Economy
Imagining and Imaging the Other: Japanese Advertising International
The Revolution in Marketing Intimate Apparel: A Narrative Ethnography
Models, Metaphors and Client Relations: The Negotiated Meanings of Advertising
Fame and the Ordinary: 'Authentic' Constructions Of Convenience Foods
Psychology Vs Anthropology: Where is Culture in Marketplace Ethnography?
Afterword: Looking Forward, Looking Back
List of Contributors
List of Contributors
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 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'
She can be contacted at
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 (207) 786-6083
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
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