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Overview"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. An absolute must for anyone who wonders why we live our lives today. ""...an outstanding piece of work, far and away the most detailed and comprehensive analysis of the work of an advertising agency I have ever come upon."" Michael Schudson, University of California at San Diego" Full Product DetailsAuthor: Brian MoeranPublisher: Taylor & Francis Ltd Imprint: Routledge Volume: No.3 Weight: 0.521kg ISBN: 9780700705030ISBN 10: 0700705031 Pages: 350 Publication Date: 04 July 1996 Audience: College/higher education , Professional and scholarly , Tertiary & Higher Education , Postgraduate, Research & Scholarly Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviewsAuthor InformationBrian Moeran Tab Content 6Author Website:Countries AvailableAll regions |
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