“Advertising Cultures” is a 2003 business anthropology book by Timothy de Waal Malefyt and Brian Moeran. The book offers a unique and insightful look into the complex world of advertising, exploring the link between advertising and larger cultural forces. With a combination of business strategy and cultural theory, this book provides a behind-the-scenes analysis of how advertising agencies think of their audience, how they capture real life, and how they fan consumer desire. The book includes an array of case studies, from constructing a Japaneseness that appeals to two very different Western audiences to tracking advertising changes in the post-World War II period. The contributors to this book, including Steven Kemper, William Mazzarella, Daniel Miller, Brian Moeran, and others, provide an incisive understanding of human behavior that is at the core of all advertising. This is an indispensable guide to the production of images and to consumer behavior for practitioners and students alike.
The book was published by Routledge on June 1, 2003. It is 236 pages, and the ISBN is 9781859736784.
Book Review
In “Advertising Cultures,” Timothy de Waal Malefyt and Brian Moeran provide a fascinating account of the advertising industry and its relationship with larger cultural forces. This book presents a thorough and engaging analysis of the link between advertising, consumer behavior, and cultural identities. The authors explore the creative processes that advertising agencies use to capture real-life and fan consumer desire, as well as the gendered identities of advertising professionals.
The book is praised for its lucid and innovative approach to cultural studies of economic life. It synthesizes detailed ethnographic research and social theory, making it a major contribution to the cultural sociology of new service sector professionals. Moreover, “Advertising Cultures” reopens cultural debates about advertising and society, demonstrating the significance of cultural studies in understanding economic practices and their cultural implications.
Overall, “Advertising Cultures” is a compelling and insightful read for anyone interested in the complex relationship between advertising, culture, and consumer behavior. The book’s approach provides a fresh perspective on the industry, highlighting the crucial issues of creativity and gender.