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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Advertising Cultures (Hardcover, New edition)
Loot Price: R4,505
Discovery Miles 45 050
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Advertising Cultures (Hardcover, New edition)
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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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