A Japanese Advertising Agency: An Anthropology Of Media And Markets (consumasian Series)

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. Dedication 7 Contents 8 List of figures, tables and plates 9 Preface 11 Introduction 14 1 Account Services 52 2 Presentations 84 3 Marketing 112 4 Creative 162 5 Media Buying: Newspapers 198 6 Magazines 229 7 Television 262 Conclusion 305 Appendix 327 References 335 Index 344 Brian Moeran. Includes Bibliographical References (p. 306-314) And Index.