Advertising Cultures
Regular price
€45.99
Account Planning
Advertising Business
advertising changes
advertising cultures
Advertising Executives
Advertising Firms
American Public Television
anthropologists
anthropology of advertising practices
Beef Stroganoff
Business Anthropologists
Category=KJSA
Chop Suey
Client's Brand
Client’s Brand
Competitive Presentation
consumer behaviour
consumer psychology
Contour Comfort
Convenience Foods
Cosmo Girl
cross-cultural marketing
cultural analysis
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
ethnographic methods
global branding
Japanese Advertising Agency
Love Touch
Marketing World
media influence
Norwegian Consumers
Open Merchandising
Purposeful Tool
Sri Lankan
Swat
Tag Line
Trade Ads
Tv Commercial
Young Men
Product details
- ISBN 9781859736784
- Weight: 260g
- Dimensions: 156 x 234mm
- Publication Date: 01 Jun 2003
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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.
Timothy deWaal Malefyt is Director of Cultural Discoveries at BBDO Advertising, New York. Brian Moeran is Professor of Culture and Communication in the Department of Intercultural Communication and Management, Copenhagen Business School.
