Advertising and Anthropology

Advertising and Anthropology
Author: Timothy de Waal Malefyt
Publisher: Routledge
Total Pages: 193
Release: 2020-05-14
Genre: Social Science
ISBN: 100018949X

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.

Advertising and Anthropology

Advertising and Anthropology
Author: Timothy de Waal Malefyt
Publisher: Taylor & Francis
Total Pages: 201
Release: 2013-08-01
Genre: Social Science
ISBN: 0857852035

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.

Ethnography for Marketers

Ethnography for Marketers
Author: Hy Mariampolski
Publisher: SAGE
Total Pages: 268
Release: 2006
Genre: Business & Economics
ISBN: 9780761969471

'Ethnography for Market Research' provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications.

Advertising Cultures

Advertising Cultures
Author: Timothy de Waal Malefyt
Publisher: Routledge
Total Pages: 202
Release: 2020-05-11
Genre: Social Science
ISBN: 1000180565

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.

Liquidated

Liquidated
Author: Karen Ho
Publisher: Duke University Press
Total Pages: 390
Release: 2009-07-13
Genre: Social Science
ISBN: 0822391376

Financial collapses—whether of the junk bond market, the Internet bubble, or the highly leveraged housing market—are often explained as the inevitable result of market cycles: What goes up must come down. In Liquidated, Karen Ho punctures the aura of the abstract, all-powerful market to show how financial markets, and particularly booms and busts, are constructed. Through an in-depth investigation into the everyday experiences and ideologies of Wall Street investment bankers, Ho describes how a financially dominant but highly unstable market system is understood, justified, and produced through the restructuring of corporations and the larger economy. Ho, who worked at an investment bank herself, argues that bankers’ approaches to financial markets and corporate America are inseparable from the structures and strategies of their workplaces. Her ethnographic analysis of those workplaces is filled with the voices of stressed first-year associates, overworked and alienated analysts, undergraduates eager to be hired, and seasoned managing directors. Recruited from elite universities as “the best and the brightest,” investment bankers are socialized into a world of high risk and high reward. They are paid handsomely, with the understanding that they may be let go at any time. Their workplace culture and networks of privilege create the perception that job insecurity builds character, and employee liquidity results in smart, efficient business. Based on this culture of liquidity and compensation practices tied to profligate deal-making, Wall Street investment bankers reshape corporate America in their own image. Their mission is the creation of shareholder value, but Ho demonstrates that their practices and assumptions often produce crises instead. By connecting the values and actions of investment bankers to the construction of markets and the restructuring of U.S. corporations, Liquidated reveals the particular culture of Wall Street often obscured by triumphalist readings of capitalist globalization.

Advertising Diversity

Advertising Diversity
Author: Shalini Shankar
Publisher: Duke University Press Books
Total Pages: 0
Release: 2015-04-27
Genre: Social Science
ISBN: 9780822358640

In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent.

Advertising and Consumption

Advertising and Consumption
Author: Everardo Rocha
Publisher: Routledge
Total Pages: 165
Release: 2021-11-22
Genre: Social Science
ISBN: 1000467481

This book argues for the study of consumption and its relationship with media images, particularly advertising, from a cultural perspective. Focused on Brazil, it draws on decades of research by the author and engages with theory and concepts from a range of classic anthropological works. The chapters examine how advertising professionals view their craft, the resistance to capitalism amongst native Brazilians, images of women and their bodies in magazines, and the case of the first soccer player to become a national media celebrity. Rocha supports the study of consumption as a classification system that materializes culture and creates relations between people and goods. The book presents advertising as a mode of magical thinking that mediates the passage from the machine-driven sphere of production to the humanized sphere of consumption, converting meaningless impersonal things into goods that have name, origin, identity and purpose. It will be of interest to anthropologists, sociologists and others working on advertising, marketing, communications, and consumer research.

Ethnography and the Corporate Encounter

Ethnography and the Corporate Encounter
Author: Melissa Cefkin
Publisher: Berghahn Books
Total Pages: 268
Release: 2010
Genre: Business & Economics
ISBN: 9781845457778

Businesses and other organizations are increasingly hiring anthropologists and other ethnographically-oriented social scientists as employees, consultants, and advisors. The nature of such work, as described in this volume, raises crucial questions about potential implications to disciplines of critical inquiry such as anthropology. In addressing these issues, the contributors explore how researchers encounter and engage sites of organizational practice in such roles as suppliers of consumer-insight for product design or marketing, or as advisors on work design or business and organizational strategies. The volume contributes to the emerging canon of corporate ethnography, appealing to practitioners who wish to advance their understanding of the practice of corporate ethnography and providing rich material to those interested in new applications of ethnographic work and the ongoing rethinking of the nature of ethnographic praxis.

Messy Ethnographies in Action

Messy Ethnographies in Action
Author: Alexandra Plows
Publisher: Vernon Press
Total Pages: 217
Release: 2019-02-04
Genre: Social Science
ISBN: 162273551X

This edited collection of chapters showcases original and interdisciplinary ethnographic fieldwork in a range of international settings; including studies of underground pub life in North East England; Finnish hotels; and bio-scientific institutions in the Amazonian rainforest. Informed by John Law’s concept of ethnographic “mess,” this book makes a unique, empirically-informed, contribution to an understanding of the social construction of knowledge and the role that ethnography can and does play (Law, 2004). It provides a range of colourful snapshots from the field, showing how different researchers from multiple research environments and disciplines are negotiating the practicalities, and epistemological and ethical implications, of “messy” ethnographic practice as a means of researching “messy” social realities. Law notes that “social…science investigations interfere with the world…things change as a result. The issue, then, is not to seek disengagement but rather with how to engage” (ibid p14). Drawing on their own situated experiences, the book’s contributors address the “messy” implications of this and also explore the (equally messy) issue of why engage. They reflect on the process of undertaking research, and their role in the research process as they negotiate their own position in the field. What is ethnography “for”? What impact should, or do, we have in the field and after we leave the research site? What about unintended consequences? When (if ever) are we “off duty?” What does “informed consent” mean in a constantly shifting, dynamic ethnographic context? Is ethnography by its very nature a form of “action research?” By providing a wide range of situated explorations of “messy ethnographies,” the book presents a unique, hands-on guide to the challenges of negotiating ethnography in practice, which will be of use to all researchers and practitioners who use ethnography as a method.

Advertising Cultures

Advertising Cultures
Author: Sean Nixon
Publisher: SAGE
Total Pages: 196
Release: 2003-04-01
Genre: Social Science
ISBN: 9780761961987

The economic and cultural role of the `creative industries' has gained a new prominence and centrality in recent years. These worlds are explored here through the most emblematic creative industry: advertising. Advertising Cultures presents a case-study of the social make-up, informal cultures and subjective identities of these creative practices.