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Business Anthropology: The Basics is an accessible and engaging
introductory text organized around key issues in the field. It
introduces readers to the application of anthropological theory and
practice to real world examples in industry and will assist
students in developing awareness, skill, and perspectives to help
address real life situations they encounter in the world. Topics
covered include: Defines applied, design and digital anthropology
Explains key research methods and approaches used in industry,
government, and non-profit sectors Investigates issues internal to
an organization that assist in managing change Covers topics like
marketing communications, user experience, product development and
entrepreneurship Explains ways for organizations to partner and
interact with communities, economics and politics to implement
change Discusses approaches to encourage public conversation about
social issues Business Anthropology: The Basics is an essential
read for students and faculty approaching the subject for the first
time.
Business Anthropology: The Basics is an accessible and engaging
introductory text organized around key issues in the field. It
introduces readers to the application of anthropological theory and
practice to real world examples in industry and will assist
students in developing awareness, skill, and perspectives to help
address real life situations they encounter in the world. Topics
covered include: Defines applied, design and digital anthropology
Explains key research methods and approaches used in industry,
government, and non-profit sectors Investigates issues internal to
an organization that assist in managing change Covers topics like
marketing communications, user experience, product development and
entrepreneurship Explains ways for organizations to partner and
interact with communities, economics and politics to implement
change Discusses approaches to encourage public conversation about
social issues Business Anthropology: The Basics is an essential
read for students and faculty approaching the subject for the first
time.
Women are the world's most powerful consumers, yet they are largely
marketed to erroneously through misconceptions and patriarchal
views that distort the reality of women's lives, bodies, and work.
This book examines the contradictions and mismatches between
women's everyday experiences and market representations. It
considers how women themselves exhibit paradoxical behaviour in
both resisting and supporting conflicting messages. The volume
emphasizes paradox as a form of agency and negotiation through
which women develop dialogical meanings. The contributions
highlight the ways in which women transform inconsistencies and
contradictions in advertising and marketing, global consumption
practices, and material consumption into positive practices for
living. The rich range of ethnographic accounts, drawn from
countries including the United States, Brazil, Mexico, Denmark,
Japan, and China, provide readers with a valuable perspective on
consumer behaviour.
Ethics in business is a major topic both in the social sciences and
in business itself. Anthropologists, long attendant to the
intersection of ethics and practice, are particularly well suited
to offer vital insights on the subject. This timely collection
considers a range of ethical issues in business through the
examination of anthropologically informed theory and case examples.
The meaning of ethical values, practices, and education are
explored, as well as practical ways of implementing them, while the
specific ethical challenges of industries such as advertising,
market research, and design are considered. Contributions from
anthropologists in business and academia promise a broad range of
perspectives and add to the growing discussion on the ways
anthropologists study, work, teach, and engage in a variety of
industry settings. Engagingly written, Ethics in the Anthropology
of Business will be of interest to a wide variety of audiences,
including practicing anthropologists, current and future business
leaders, and scholars and students from a range of social sciences.
Ethics in business is a major topic both in the social sciences and
in business itself. Anthropologists, long attendant to the
intersection of ethics and practice, are particularly well suited
to offer vital insights on the subject. This timely collection
considers a range of ethical issues in business through the
examination of anthropologically informed theory and case examples.
The meaning of ethical values, practices, and education are
explored, as well as practical ways of implementing them, while the
specific ethical challenges of industries such as advertising,
market research, and design are considered. Contributions from
anthropologists in business and academia promise a broad range of
perspectives and add to the growing discussion on the ways
anthropologists study, work, teach, and engage in a variety of
industry settings. Engagingly written, Ethics in the Anthropology
of Business will be of interest to a wide variety of audiences,
including practicing anthropologists, current and future business
leaders, and scholars and students from a range of social sciences.
Women are the world's most powerful consumers, yet they are largely
marketed to erroneously through misconceptions and patriarchal
views that distort the reality of women's lives, bodies, and work.
This book examines the contradictions and mismatches between
women's everyday experiences and market representations. It
considers how women themselves exhibit paradoxical behaviour in
both resisting and supporting conflicting messages. The volume
emphasizes paradox as a form of agency and negotiation through
which women develop dialogical meanings. The contributions
highlight the ways in which women transform inconsistencies and
contradictions in advertising and marketing, global consumption
practices, and material consumption into positive practices for
living. The rich range of ethnographic accounts, drawn from
countries including the United States, Brazil, Mexico, Denmark,
Japan, and China, provide readers with a valuable perspective on
consumer behaviour.
This volume of essays examines the ways in which magical practices
are found in different aspects of contemporary capitalist
societies. From contract law to science, by way of finance,
business, marketing, advertising, cultural production, and the
political economy in general, each chapter argues that the kind of
magic studied by anthropologists in less developed societies -
shamanism, sorcery, enchantment, the occult - is not only alive and
well, but flourishing in the midst of so-called 'modernity'. Modern
day magicians range from fashion designers and architects to Donald
Trump and George Soros. Magical rites take place in the form of
political summits, the transformation of products into brands
through advertising campaigns, and the biannual fashion collections
shown in New York, London, Milan and Paris. Magical language, in
the form of magical spells, is used by everyone, from media to
marketers and all others devoted to the art of 'spin'. While magic
may appear to be opposed to systems of rational economic thought,
Moeran and Malefyt highlight the ways it may in fact be an
accomplice to it.
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 lived experienced as professionals
in the advertising business and marketing research industry. Essays
analyze internal agency and client meetings, competitive pressures
and professional relationships and include multiple case studies.
The authors describe the structure, function and process of
advertising agency work, the mediation and formation of creativity,
the centrality of human interactions in agency work, the production
of consumer insights and industry ethics. Throughout the book, the
authors offer concrete advice for practitioners.
"Advertising and Anthropology" is written by anthropologists for
anthropologists as well as students and scholars interested in
advertising and related industries such as marketing, marketing
research and design.
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.
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.
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 lived experienced as professionals
in the advertising business and marketing research industry. Essays
analyze internal agency and client meetings, competitive pressures
and professional relationships and include multiple case studies.
The authors describe the structure, function and process of
advertising agency work, the mediation and formation of creativity,
the centrality of human interactions in agency work, the production
of consumer insights and industry ethics. Throughout the book, the
authors offer concrete advice for practitioners.
"Advertising and Anthropology" is written by anthropologists for
anthropologists as well as students and scholars interested in
advertising and related industries such as marketing, marketing
research and design.
This volume of essays examines the ways in which magical practices
are found in different aspects of contemporary capitalist
societies. From contract law to science, by way of finance,
business, marketing, advertising, cultural production, and the
political economy in general, each chapter argues that the kind of
magic studied by anthropologists in less developed societies -
shamanism, sorcery, enchantment, the occult - is not only alive and
well, but flourishing in the midst of so-called 'modernity'. Modern
day magicians range from fashion designers and architects to Donald
Trump and George Soros. Magical rites take place in the form of
political summits, the transformation of products into brands
through advertising campaigns, and the biannual fashion collections
shown in New York, London, Milan and Paris. Magical language, in
the form of magical spells, is used by everyone, from media to
marketers and all others devoted to the art of 'spin'. While magic
may appear to be opposed to systems of rational economic thought,
Moeran and Malefyt highlight the ways it may in fact be an
accomplice to it.
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