Advertising and Anthropology: Ethnographic Practice and Cultural Perspectives

ISBN-13: 9780857852021 / Angielski / Miękka / 2012 / 200 str.

Timothy De Waal Malefyt

Opis

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.

Spis treści

Preface Part One: Introduction Anthropologists In and Out of Advertising Part Two: Toward an Understanding of Advertising Agencies Advertising Meetings and Client Relationships Rituals of Creativity in Advertising Agencies Fieldwork in Advertising Research Advertising Emotions Creativity, Person and Place Part Three: Applying Anthropology in Advertising Agencies Advertising, Automobiles and the Branding of Luxury Business Anthropology Beyond Ethnography Ethics in Advertising Hybrid Research Methodologies and Business Success Part Four: Conclusion The Future of Advertising Anthropology References Index

O autorze

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.