Premium
Finding Meaning in the Muddle: Adapting Global Strategies to Advertising in Japan
Author(s) -
Mccreery John
Publication year - 1997
Publication title -
city and society
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.308
H-Index - 25
eISSN - 1548-744X
pISSN - 0893-0465
DOI - 10.1525/ciso.1997.9.1.241
Subject(s) - meaning (existential) , advertising , sociology , psychology , business , psychotherapist
When a Japanese advertising agency develops campaigns for multinational clients, cultures clash. Conflict, confusion and misunderstanding complicate the already complex processes involved in the production of advertising. Can anthropological theory illuminate what is going on? The answer is “Yes.” Concepts of field, habitus and social drama developed by Pierre Bourdieu and Victor Turner do shed light on this highly fraught cross‐cultural encounter. Only one critical element is missing: effective leadership. [Advertising, Japan, leadership, globalization, applied anthropology]