Timothy De Waal Malefyt, Robert J. Morais

Advertising and Anthropology (eBook, PDF)

Ethnographic Practice and Cultural Perspectives

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 200
• Erscheinungstermin: 14. Mai 2020
• Englisch
• ISBN-13: 9781000182866
• Artikelnr.: 59482699

Autorenporträt

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.

Inhaltsangabe

Preface Part One: IntroductionAnthropologists In and Out of Advertising
Part Two: Toward an Understanding of Advertising AgenciesAdvertising
Meetings and Client RelationshipsRituals of Creativity in Advertising
AgenciesFieldwork in Advertising ResearchAdvertising EmotionsCreativity,
Person and Place Part Three: Applying Anthropology in Advertising
AgenciesAdvertising, Automobiles and the Branding of LuxuryBusiness
Anthropology Beyond EthnographyEthics in AdvertisingHybrid Research
Methodologies and Business Success Part Four: ConclusionThe Future of
Advertising Anthropology ReferencesIndex