Advertising and consumption : anthropological studies in Brazil /

Advertising and consumption : anthropological studies in Brazil /

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Bibliographic Details
Author / Creator:	Rocha, Everardo P. Guimarães, 1951- author.
Imprint:	Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group, 2022. ©2022
Description:	xii, 142 pages ; 25 cm.
Language:	English
Series:	Anthropology and business
Subject:	Advertising -- Social aspects -- Brazil. Consumption (Economics) -- Social aspects -- Brazil. Consumer behavior -- Brazil. Advertising -- Social aspects. Consumer behavior. Consumption (Economics) -- Social aspects. Manners and customs. Brazil -- Social life and customs. Brazil.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/12663161

Hidden Bibliographic Details
ISBN:	9781032004648 1032004649 9781032010212 1032010215 9781003176794
Notes:	Includes bibliographical references and index.
Summary:	"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"--
Other form:	Online version: Rocha, Everardo. Advertising and consumption 1. New York, NY : Routledge, 2021 9781003176794

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Call Number:	HF5813.B8 R634 2022
c.1 :	Available Loan period: standard loan Scan and Deliver Request for Pickup Need help? - Ask a Librarian