Advertising and anthropology : ethnographic practice and cultural perspectives /

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"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 live...

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Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Malefyt, Timothy de Waal
Autres auteurs: Morais, Robert J.
Format: Électronique eBook
Langue:Inglés
Publié: London : Berg Publishers, 2012.
Édition:English ed.
Sujets:
Advertising > Social aspects.
Anthropology.
Marketing research.
Publicité > Aspect social.
Anthropologie.
Marketing > Recherche.
anthropology.
SOCIAL SCIENCE > Anthropology > Cultural.
SOCIAL SCIENCE > Sociology > General.
BUSINESS & ECONOMICS > Industries > Media & Communications Industries.
BUSINESS & ECONOMICS > Advertising & Promotion.
Advertising > Social aspects
Anthropology
Marketing research
Accès en ligne:Texto completo
Table des matières:
  • Advertising and Anthropology; 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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