Advertising Cultures: Gender, Commerce, Creativity

Front Cover
`Nixon's study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It's importance lies in it's skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book which reopens cultural debate about advertising and society' - Frank Mort, Professor of Cultural History, University of East London

`Advertising Cultures is a lucid, thorough and highly engaging account of advertising creatives that unlocks two crucial issues for understanding the culture industries: creativity and gender. It marks a major new contribution to the cultural study of economic life' - Don Slater, London School of Economics

The economic and cultural role of the `creative industries' has gained a new prominence and centrality in recent years. This new salience is explored here through the most emblematic creative industry: advertising.

Advertising Cultures also marks a significant contribution to the study of gender and of commercial cultures through its detailing of the way gender is written into the creative cultures of advertising and into the subjective identities of its key practitioners.

 

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Contents

Advertising Cultural Intermediaries
13
Commerce and Creativity
37
Declasse and Parvenus? The Social and Educational
57
Advertising Creatives and
74
A Homosocial World? Masculinity Creativity
95
Masculinity and the Dynamics of Creative
116
The Gender Ambivalences
139
Conclusion
160
Endnotes
168
Bibliography
174
Copyright

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About the author (2003)

Professor Sean Nixon is Head of the Department of Sociology and Director of MA Advertising and Marketing and the Media. at the University of Essex.

Professor Sean Nixon is Head of the Department of Sociology and Director of MA Advertising and Marketing and the Media. at the University of Essex.

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