04027oam 22007574 450 991078731680332120130812100618.01-00-308437-01-000-18949-X1-000-18286-X1-003-08437-00-85785-204-31-4742-1413-40-85785-203-5(CKB)2670000000395741(EBL)1222419(OCoLC)854520287(SSID)ssj0000916621(PQKBManifestationID)12373692(PQKBTitleCode)TC0000916621(PQKBWorkID)10875994(PQKB)11779512(Au-PeEL)EBL1222419(CaPaEBR)ebr10729351(CaONFJC)MIL615625(OCoLC)1155638025(OCoLC-P)1155638025(FlBoTFG)9781003084372(Au-PeEL)EBL6158267(OCoLC)1151188564(MiAaPQ)EBC1222419(UtOrBLW)bpp09257471(EXLCZ)99267000000039574120120207d2012 uy 0engurcnu|||unuuutxtccrAdvertising and anthropology ethnographic practice and cultural perspectives /Timothy de Waal Malefyt and Robert J. MoraisEnglish edition.London :Berg Publishers,2012.1 online resource (187 p.)"First published 2012 by Berg Publishers."0-85785-202-7 0-85785-201-9 Includes bibliographical references (pages 161-176) and index.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 Advertising10 Hybrid Research Methodologies and Business SuccessPart IV: Conclusion; 11 The Future of Advertising Anthropology; Notes; References; Index"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."--Provided by publisher.AdvertisingSocial aspectsAnthropologyMarketing researchAdvertisingSocial aspects.Anthropology.Marketing research.659.1/042SOC002010SOC026000BUS070060BUS002000bisacshMalefyt Timothy de Waal1508346Morais Robert J.UtOrBLWUtOrBLWBOOK9910787316803321Advertising and anthropology3739697UNINA