A Japanese Advertising Agency: An Anthropology of Media and Markets

1st Edition

Brian Moeran

Routledge
Published July 4, 1996
Reference - 336 Pages
ISBN 9780700705030 - CAT# RU29868
Series: ConsumAsian Series

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Summary

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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