Advertising and Anthropology Ethnographic Practice and Cultural Perspectives

by Malefyt, Timothy de Waal; Morais, Robert J.

• ISBN13: 9780857852014
• ISBN10: 0857852019
• Format: Hardcover
• Copyright: 2012-10-02
• Publisher: Berg Pub Ltd

Summary

Examining theory and practice, Advertising and Anthropologyis 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 Anthropologyis written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.

Author Biography

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.