By Abbey Klaassen (Editor)
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Eley and S. Ortner (eds) Culture/Power/History: A Reader in Contemporary Social Theory, pp. 123–54, Princeton, NJ: Princeton University Press. Bendix, Regina 1997 In Search of Authenticity, Madison, WI: University of Wisconsin Press. Bowen, Elenore Smith 1964 Return to Laughter: An Anthropological Novel, New York: Doubleday. Clifford, James and George Marcus (eds) 1986 Writing Culture: The Poetics and Politics of Ethnography, Berkeley: University of California Press. Comaroff, John and Jean 1992 Ethnography and the Historical Imagination, Boulder, CO: Westview.
In the world of business, however, ethnography is specifically aimed at achieving action-oriented results. In advertising and marketing, therefore, the sense is that one has to be able to move forward, towards some definable, actionable end. It may at times seem as if those concerned actively look for – even invent – a problem in order to find a matching solution that then justifies their existence as advertising or marketing professionals. In this respect, we might suspect them of absorbing ethnography into their occupational sphere in the same way that business generally has absorbed other types of disciplines that began to study it.
As Barbara Olsen points out in her contribution to this volume, an advertising campaign is not necessarily limited to print or broadcast advertisements. It may also involve point-of-purchase stand-ups or in-store displays to attract consumers. In other words, ad campaigns take on in their various forms of representation a contextual multidimensionality that anthropological works typically lack. In addition, there is a tendency for marketers to employ the latest technology not only in the production of their ad campaigns, but also when gathering information on consumers.
Advertising Age - 09 May 2011 by Abbey Klaassen (Editor)