Advertising and anthropology : ethnographic practice and cultural perspectives / Timothy de Waal Malefyt, Robert J. Morais.

Format:

Book

Author/Creator:

Malefyt, Timothy de Waal.

Contributor:

Morais, Robert J.

George Clapp Vaillant Book Fund.

Language:

English

Subjects (All):

Advertising--Social aspects.

Advertising.

Anthropology.

Marketing research.

Physical Description:

pages cm

Edition:

English edition.

Place of Publication:

London : Berg Publishers, 2012.

Summary:

"Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners. Advertising and Anthropology is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design"-- Provided by publisher.

Contents:

Part I Introduction

1 Anthropologists In and Out of Advertising 3

Part II Toward an Understanding of Advertising Agencies

2 Advertising Meetings and Client Relationships 19

3 Rituals of Creativity in Advertising Agencies 35

4 Fieldwork in Advertising Research 47

5 Advertising Emotions 60

6 Creativity, Person, and Place 74

Part III Applying Anthropology in Advertising Agencies

7 Advertising, Automobiles, and the Branding of Luxury 93

8 Business Anthropology Beyond Ethnography 106

9 Ethics in Advertising 121

10 Hybrid Research Methodologies and Business Success 136

Part IV Conclusion

11 The Future of Advertising Anthropology 149.

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the George Clapp Vaillant Book Fund.

ISBN:

0857852027

9780857852021

9780857852014

0857852019

0857852043

9780857852045

OCLC:

764357629

Publisher Number:

99951204703