Advertising and Anthropology: Ethnographic Practice and Cultural Perspectives / Edition 1 available in Paperback
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.
|Product dimensions:||6.00(w) x 1.25(h) x 9.00(d)|
About the Author
Timothy de Waal Malefyt is Visiting Associate Professor at the Center for Positive Marketing, School of Business, Fordham University, New York.
Robert J. Morais is a Principal of Weinman Schnee Morais Inc., a marketing research firm in New York, USA.
Table of 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