Advertising and Anthropology ─ Ethnographic Practice and Cultural Perspectives

"Malefyt and Morais' book Advertising and Anthropology: Ethnographic Practice and Cultural Perspectives is an excellent behind-the-scenes manual for students and young professionals looking to break into the advertising business... those who aspire to break into the business would be wise to learn something about anthropology." Dawn Lerman, Director, Center for Positive Marketing, Fordham University

"Ethnography is Anthropology's biggest export. Malefyt and Morais take the practice of ethnography to the world of advertising, and do an ethnography of that world. The results are profoundly illuminating, and make this book essential reading for advertisers and anthropologists alike." David Howes, Professor of Anthropology, Concordia University, Montreal

"A candid portrayal of life in the advertising world... this is a unique and courageous contribution to business anthropology by two of its most experienced practitioners." Marietta Baba, Dean and Professor at the College of Social Science, Michigan State University

"With an unprecedented depth of ethnography, Malefyt and Morais' primer makes huge strides in expanding the dialogue between applied and academic anthropology." George Marcus, Director, Center for Ethnography, University of California, Irvine

Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings

The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners

Advertising and Anthropology is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design

Timothy de Waal Malefyt is Visiting Associate Professor at the Center for Positive Marketing, School of Business, Fordham University, New York
Robert J. Morais is a Principal of Weinman Schnee Morais Inc., a marketing research firm in New York