A Japanese Advertising Agency: An Anthropology of Media and MarketsThis 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. |
Other editions - View all
A Japanese Advertising Agency: An Anthropology of Media and Markets Brian Moeran Limited preview - 1996 |
A Japanese Advertising Agency: An Anthropology of Media and Markets Brian Moeran Limited preview - 2013 |
Common terms and phrases
account executive account services division account team advertising agencies advertising campaign advertising space agency and client Asahi Asatory Asatsu audience brand broadcasting buying division celebrity cent colour commodities companies competitive presentation concerned consumers contact lens contact lens campaign copywriter corneal physiology create creative team cultural Culture Club Dentsu department chief direct marketing editorial example fact film Firstly Hakuhodo handling Hower ideas Ikon Breath O2 involved Japan Japanese advertising industry Japanese agencies kind Kodaroid Kōkoku lenses Mainichi manager marketing division Mayle media buyers media buying million Moeran networks newspaper advertising NFC's Nihon Fibre Corporation Nikkei organization overall particular PKW's problem programme promotional Publication publishers radio rates relations rival Schudson seen sell Shinbun Shiseido Shūkan social sponsors spot commercials strategy target television advertising television commercials Tokyo usually visual women women's magazines words Yomiuri Yomiuri Shinbun