Follows the experiences of the author as a participant observer in the day-to-day running of a Japanese advertising agency. This book introduces students to ways in which anthropologists study social systems in business. It also shows how detailed ethnography can lead to an understanding of numerous different, but interlocking, theoretical issues.

Product Description: Here are the ins and outs of how advertising is done in Japan―a detailed, readable, fascinating report for Westerners and others who need a fast, hands-on explanation about how to reach Japanese consumers in their own land. Covering each sector of the industry and providing the knowledge that any Japanese account executive already has, Mooney explains the quirks of Japanese hard and soft sells, the use of foreign celebrities in Japanese advertising, and how copy is developed in Japanese...read more (view table of contents, read Amazon.com's description)

Product Description: Advertising Language analyses the ways advertisers use language to gain and retain the attention of their audience, with particular emphasis on puns and metaphors. The book contains a unique chapter on images of women in Japanese advertising and is the only book to contrast British and Japanese advertising, subsequently revealing penetrating insights into these two cultures...read more (view table of contents, read Amazon.com's description)

'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). (view table of contents)

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