Advertising and Consumption

<p>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. </p>