Advertising and Consumption - Anthropological Studies in Brazil (Hardcover)

This book argues for the study of consumption and its relationship with media images, particularly advertising, from a cultural perspective. Focused on Brazil, it draws on decades of research by the author and engages with theory and concepts from a range of classic anthropological works. The chapters examine how advertising professionals view their craft, the resistance to capitalism amongst native Brazilians, images of women and their bodies in magazines, and the case of the first soccer player to become a national media celebrity. Rocha supports the study of consumption as a classification system that materializes culture and creates relations between people and goods. The book presents advertising as a mode of magical thinking that mediates the passage from the machine-driven sphere of production to the humanized sphere of consumption, converting meaningless impersonal things into goods that have name, origin, identity and purpose. It will be of interest to anthropologists, sociologists and others working on advertising, marketing, communications, and consumer research.

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Series:	Anthropology & Business
Release date:	November 2021
First published:	2022
Authors:	Everardo Rocha
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover
Pages:	142
ISBN-13:	978-1-03-200464-8
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Social sciences > Sociology, social studies > Anthropology > Social & cultural anthropology > General
LSN:	1-03-200464-9
Barcode:	9781032004648

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