You are here

Advertising Cultures
Share

Advertising Cultures
Gender, Commerce, Creativity

First Edition


© 2003 | 184 pages | SAGE Publications Ltd
`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.

 
Introduction
 
PART ONE: ADVERTISING, CULTURAL INTERMEDIARIES AND CULTURAL ANALYSIS
 
Advertising and Commercial Culture
 
PART TWO: COMMERCE AND CREATIVITY
 
`Purveyors of Creativity'
Advertising Agencies, Commercial Expertise and Creative Jobs  
 
Déclassé and Parvenus? The Social and Educational Make-Up of Creative Jobs
 
The Cult of Creativity
Advertising Creatives and the Pursuit of Newness  
 
PART THREE: GENDER, CREATIVITY AND CREATIVE JOBS
 
A Homosocial World? Masculinity, Creativity and Creative Jobs
 
Between Men
Masculinity and the Dynamics of Creative Partnerships  
 
Pleasure at Work
The Gender Ambivalences of Work-Based Sociability  
 
Conclusion

`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

`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

Sample Materials & Chapters

PDF file of Chapter 1

PDF file of the Introduction

PDF file of Chapter 5


Preview this book

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.

Select a Purchasing Option

ISBN: 9780761961987
£35.99
ISBN: 9780761961970
£102.00

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.

SAGE Knowledge brings together high-quality content from across our imprints, including CQ Press and Corwin titles.