from: Berg Publishing houses
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Type of bind: Paperback
Dewey Decimal Number: 659.1
EAN num: 9781859736784
ISBN number: 1859736785
Label: Berg Publishing houses
Manufacturer: Berg Publishing houses
Quantity: 1
Page Count: 224
Printing Date: June 01, 2003
Publishing house: Berg Publishing houses
Sale Popularity Level: 862655
Studio: Berg Publishing houses
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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.
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Rated by buyers -
I could not recommend this book highly enough for students of advertising and consumer culture. It is a really insightful, insider account of the work of advertising agencies and practitioners,and while the tone of writing is definitely academic, this book has much to offer practitioners within the field to reflect upon their work. I found this book having completed ethnographic fieldwork within an advertising agency, and I could relate to much of what many of the authors within the text desribed in their own accounts of agency practice. This text should be essential reading for all students of advertising and integrated marketing communications, as well as marketing and advertising practitioners alike, and is a much welcomed new perspective on advertising production.
Rated by buyers -
This book is to the meaning production world of advertising what Howard Becker's book "Art Worlds" was to the world of art production. The articles in the collection are fascinating thick descriptions of the processes, negotiations, intentionalities and symbolic actions of ad agencies versus client companies versus end consumers as new marketing programs are produced and evolved in the US and around the world.
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