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Record Nr. |
UNINA9910787316803321 |
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Autore |
Malefyt Timothy de Waal |
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Titolo |
Advertising and anthropology : ethnographic practice and cultural perspectives / / Timothy de Waal Malefyt and Robert J. Morais |
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Pubbl/distr/stampa |
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London : , : Berg Publishers, , 2012 |
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ISBN |
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1-00-308437-0 |
1-000-18949-X |
1-000-18286-X |
1-003-08437-0 |
0-85785-204-3 |
1-4742-1413-4 |
0-85785-203-5 |
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Edizione |
[English edition.] |
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Descrizione fisica |
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1 online resource (187 p.) |
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Classificazione |
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SOC002010SOC026000BUS070060BUS002000 |
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Disciplina |
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Soggetti |
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Advertising - Social aspects |
Anthropology |
Marketing research |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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"First published 2012 by Berg Publishers." |
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Nota di bibliografia |
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Includes bibliographical references (pages 161-176) and index. |
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Nota di contenuto |
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Cover; Half Title; Title; Copyright; Contents; Acknowledgments; Preface; Part I: Introduction; 1 Anthropologists In and Out of Advertising; Part II: Toward an Understanding of Advertising Agencies; 2 Advertising Meetings and Client Relationships; 3 Rituals of Creativity in Advertising Agencies; 4 Fieldwork in Advertising Research; 5 Advertising Emotions; 6 Creativity, Person, and Place; Part III: Applying Anthropology in Advertising Agencies; 7 Advertising, Automobiles, and the Branding of Luxury; 8 Business Anthropology Beyond Ethnography; 9 Ethics in Advertising |
10 Hybrid Research Methodologies and Business SuccessPart IV: Conclusion; 11 The Future of Advertising Anthropology; Notes; References; Index |
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Sommario/riassunto |
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"Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, |
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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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