By Sean Nixon
`Nixon's learn is an important contribution to the cultural sociology of the recent provider region execs and their gendered identities.It's significance lies in it truly is skilful synthesis of particular ethnographic examine and social concept. this can be a really cutting edge booklet which reopens cultural debate approximately advertisements and society' - Frank Mort, Professor of Cultural background, collage of East London `Advertising Cultures is a lucid, thorough and hugely enticing account of advertisements creatives that unlocks an important matters for figuring out the tradition industries: creativity and gender. It marks an important new contribution to the cultural research of financial lifestyles' - Don Slater, London institution of Economics the industrial and cultural function of the `creative industries' has received a brand new prominence and centrality in recent times. This new salience is explored right here in the course of the such a lot emblematic inventive undefined: advertisements. advertisements Cultures additionally marks an important contribution to the research of gender and of industrial cultures via its detailing of ways gender is written into the artistic cultures of advertisements and into the subjective identities of its key practitioners.
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Additional info for Advertising Cultures: Gender, Commerce, Creativity (Culture, Representation and Identity series)
One set of challenges came from the increasing importance of global marketing to the big international client companies and their associated ambition to centralise their advertising into a smaller roster of typically larger agencies. 3 Agencies were also facing competition from other groups of symbolic intermediaries in the areas of expertise that they have traditionally monopolised. One set of challenges came from management consultants who, increasingly, were offering their services to clients as providers of rigorous strategic advice about brands.
The Birth of a Consumer Society also has much to say about the broader intellectual climate in which levels of consumption expanded, exploring in particular the intellectual origins of the `revolution in consumption'. McKendrick et al describe the movement from mercantalist `balanceof-payments' explanations of economic growth in which `total demand' appeared inelastic to conceptions of the `elasticity of demand' in which consumers at all levels of society might acquire new wants and desires (ibid: 13±15).
2 The high leveraged nature of most agencies made them especially vulnerable to even relatively small drops in their levels of income and those agencies that had borrowed heavily in the late 1980s to fund programmes of acquisition and expansion were particularly exposed by the decline in advertising expenditure given their need to service payments on large debts. The downturn in advertising expenditure contributed to a sharp fall in advertising employment. By 1993, it had reached a thirty year low.
Advertising Cultures: Gender, Commerce, Creativity (Culture, Representation and Identity series) by Sean Nixon