Advertising and anthropology : ethnographic practice and cultural perspectives /

Advertising and anthropology : ethnographic practice and cultural perspectives /

Saved in:

Bibliographic Details
Author / Creator:	Malefyt, Timothy de Waal.
Edition:	English edition.
Imprint:	London ; New York : Berg Publishers, 2012, ♭2012.
Description:	xiii, 186 pages ; 24 cm
Language:	English
Subject:	Advertising -- Social aspects. Anthropology. Marketing research. Advertising -- Social aspects. Anthropology. Marketing research.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/8942053

Hidden Bibliographic Details
Other authors / contributors:	Morais, Robert J.
ISBN:	9780857852021 (pbk.) 0857852027 (pbk.) 9780857852014 (cloth) 0857852019 (cloth) 0857852043 (e-book) 9780857852045 (e-book)
Notes:	Includes bibliographical references and index.
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"--

Table of Contents:

Acknowledgments
Preface
Part I. Introduction
1. Anthropologists In and Out of Advertising
Part II. Toward an Understanding of Advertising Agencies
2. Advertising Meetings and Client Relationships
3. Rituals of Creativity in Advertising Agencies
4. Fieldwork in Advertising Research
5. Advertising Emotions
6. Creativity, Person, and Place
Part III. Applying Anthropology in Advertising Agencies
7. Advertising, Automobiles, and the Branding of Luxury
8. Business Anthropology Beyond Ethnography
9. Ethics in Advertising
10. Hybrid Research Methodologies and Business Success
Part IV. Conclusion
11. The Future of Advertising Anthropology
Notes
References
Index