ISBN-10:
0857852027
ISBN-13:
2900857852020
Pub. Date:
11/01/2012
Publisher:
Berg Publishers
Advertising and Anthropology: Ethnographic Practice and Cultural Perspectives / Edition 1

Advertising and Anthropology: Ethnographic Practice and Cultural Perspectives / Edition 1

by Timothy de Waal Malefyt
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  • Product Details

    ISBN-13: 2900857852020
    Publisher: Berg Publishers
    Publication date: 11/01/2012
    Pages: 200
    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

    Acknowledgments vii

    Preface ix

    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 155

    References 161

    Index 177

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