Advertising Cultures

Timothy deWaal Malefyt is Director of Cultural Discoveries at BBDO Advertising, New York. Brian Moeran is Professor of Culture and Communication in the Department of Intercultural Communication and Management, Copenhagen Business School.

• 1 How Advertising Makes its Object, 2 Critical Publicity/Public Criticism: Reflections on Fieldwork in the Bombay Ad World, 3 Advertising, Production and Consumption as Cultural Economy, 4 Imagining and Imaging the Other: Japanese Advertising International, 5 The Revolution in Marketing Intimate Apparel: A Narrative Ethnography, 6 Models, Metaphors and Client Relations: The Negotiated Meanings of Advertising, 7 Fame and the Ordinary: 'Authentic' Constructions Of Convenience Foods, 8.Psychology Vs Anthropology: Where is Culture in Marketplace Ethnography? 9 Afterword: Looking Forward, Looking Back.

'Timothy Malefyt and Brian Moeran have provided a great service both to anthropology, and to the world of advertising in this delightful, rich compendium. Advertisers are some of the premier analysts of culture, though they may not know it themselves. Studying their praxis not only gives the world insights into some of the most fundamental aspects of social life. The brilliant papers in this collection also serve as exemplary models for the anthropology of work, with applications far beyond the study of advertising itself. The book has the additional virtue of answering the perpetual student query: 'What can you do with a degree in anthropology?' These essays leave no doubt that anthropology has an essential and vital role in the world of business and commerce. It is one of the rare books that should be read both by social scientists, and M. B. A. graduates.'William O. Beeman, Anthropology Department, Brown University 'Advertising Cultures is a puzzling book. It emanates fro