Advertising and consumption: anthropological studies in Brazil
"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...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge
2022
|
| Series: | Anthropology and business
|
| Subjects: | |
| Summary: | "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. |
| Item Description: | Literaturangaben |
| Physical Description: | xii, 142 Seiten |
| ISBN: | 9781032010212 1032010215 9781032004648 1032004649 |
Staff View
MARC
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T18:41:56Z |
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| isbn | 9781032010212 1032010215 9781032004648 1032004649 |
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| spelling | Rocha, Everardo 1951- Verfasser (DE-588)1056614412 aut Advertising and consumption anthropological studies in Brazil Everardo Rocha London ; New York Routledge 2022 xii, 142 Seiten txt rdacontent n rdamedia nc rdacarrier Anthropology and business Literaturangaben "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. Werbung (DE-588)4065541-6 gnd rswk-swf Wirtschaftsethnologie (DE-588)4138756-9 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Brasilien (DE-588)4008003-1 gnd rswk-swf Advertising / Social aspects / Brazil Consumption (Economics) / Social aspects / Brazil Consumer behavior / Brazil Brazil / Social life and customs Advertising / Social aspects Consumer behavior Consumption (Economics) / Social aspects Manners and customs Brazil Brasilien (DE-588)4008003-1 g Werbung (DE-588)4065541-6 s Verbraucherverhalten (DE-588)4062644-1 s Wirtschaftsethnologie (DE-588)4138756-9 s b DE-604 Erscheint auch als Online-Ausgabe Rocha, Everardo Advertising and consumption New York, NY : Routledge, 2021 9781003176794 |
| spellingShingle | Rocha, Everardo 1951- Advertising and consumption anthropological studies in Brazil Werbung (DE-588)4065541-6 gnd Wirtschaftsethnologie (DE-588)4138756-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4138756-9 (DE-588)4062644-1 (DE-588)4008003-1 |
| title | Advertising and consumption anthropological studies in Brazil |
| title_auth | Advertising and consumption anthropological studies in Brazil |
| title_exact_search | Advertising and consumption anthropological studies in Brazil |
| title_exact_search_txtP | Advertising and consumption anthropological studies in Brazil |
| title_full | Advertising and consumption anthropological studies in Brazil Everardo Rocha |
| title_fullStr | Advertising and consumption anthropological studies in Brazil Everardo Rocha |
| title_full_unstemmed | Advertising and consumption anthropological studies in Brazil Everardo Rocha |
| title_short | Advertising and consumption |
| title_sort | advertising and consumption anthropological studies in brazil |
| title_sub | anthropological studies in Brazil |
| topic | Werbung (DE-588)4065541-6 gnd Wirtschaftsethnologie (DE-588)4138756-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Werbung Wirtschaftsethnologie Verbraucherverhalten Brasilien |
| work_keys_str_mv | AT rochaeverardo advertisingandconsumptionanthropologicalstudiesinbrazil |