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Advertising and Consumption

Af: Everardo Rocha Engelsk Paperback
SPAR
kr 48

Advertising and Consumption

Af: Everardo Rocha Engelsk Paperback

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 142
ISBN-13: 9781032010212
Indbinding: Paperback
Udgave:
ISBN-10: 1032010215
Udg. Dato: 31 maj 2023
Længde: 0mm
Bredde: 234mm
Højde: 156mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 31 maj 2023
Forfatter(e): Everardo Rocha
Forfatter(e) Everardo Rocha


Kategori Social- & Kulturantropologi


Sprog Engelsk


Indbinding Paperback


Sider 142


Udgave


Længde 0mm


Bredde 234mm


Højde 156mm


Udg. Dato 31 maj 2023


Oplagsdato 31 maj 2023

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