基本説明
Explains how advertising agencies function from the inside and how anthropologists can apply their expertise in business.
Full Description
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.
Contents
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
