A Japanese Advertising Agency

An Anthropology of Media and Markets

Nonfiction, Social & Cultural Studies, Social Science, Cultural Studies, Ethnic Studies
Cover of the book A Japanese Advertising Agency by Brian Moeran, Taylor and Francis
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Author: Brian Moeran ISBN: 9781136795404
Publisher: Taylor and Francis Publication: September 13, 2013
Imprint: Routledge Language: English
Author: Brian Moeran
ISBN: 9781136795404
Publisher: Taylor and Francis
Publication: September 13, 2013
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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