Japanese Advertising Agency

<p>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.<br>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.</p> Introduction; 1: Account Services; 2: Presentations; 3: Marketing; 4: Creative; 5: Media Buying: Newspapers; 6: Magazines; 7: Television; Conclusion