Advertising Cultures

Advertising Cultures

Advertising Cultures

Advertising Cultures

Synopsis

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.'Advertising Cultures is a puzzling book. It emanates from the annual conference of the 2000 American Anthropological Association and comprises just under a dozen academic papers on the interaction of anthropology with advertising.The puzzle is that all the book's contributers imply that anthropologists and antropological methodologies are now commonplace in advertising.'Winston Fletcher, Times Hire Education Supplement

Excerpt

The idea for this volume was conceived during a conversation with Kathryn Earle, editorial director at Berg Publishers, after a session at the 2000 American Anthropological Association annual meeting titled, ‘In-And-Of Advertising: The Role of Anthropology.’ We agreed that while interest in advertising and marketing has risen in recent years no single volume contains works that offer case studies on the subject from an anthropological perspective. The present volume intends to fill that gap. After the conference all the participants agreed to revise their papers, but in some cases could not find the time to be included here. Thus other contributors subsequently prepared papers for inclusion in the present volume.

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