A Japanese Advertising Agency

An Anthropology of Media and Markets
1. Auflage 1996
ISBN: 978-0-7007-0331-9
Verlag: Taylor & Francis Ltd

Buch, Englisch, 350 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 719 g

Reihe: ConsumAsian Series

This is the only book of its kind - written by an anthropologist who spent twelve months doing fieldwork in a major Tokyo agency and who has spent the past 30 years studying and living in Japan.
By examining the production of advertising, this book turns other semiotics, media and cultural studies theories on their heads. By analysing the social structure of a modern media organization from the inside, it makes anthropology relevant and intellectually stimulating. By treating the Japanese as a more-or-less normal and rational people, it explodes the usual myths of exotic Japan and steps boldly into a global arena that embraces 'east' and 'west' in a new theory of values.

Autoren/Hrsg.

Moeran, Brian

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Mikroökonomie
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Interdisziplinäres Wissenschaften Wissenschaft und Gesellschaft | Kulturwissenschaften Kulturwissenschaften

Inhaltsverzeichnis

Introduction; 1: Account Services; 2: Presentations; 3: Marketing; 4: Creative; 5: Media Buying: Newspapers; 6: Magazines; 7: Television; Conclusion

Über Autor(innen)

Brian Moeran