Culture, Irishness and the Advertising Industry
Chapter 1 Introduction 1
Chapter 1 Introduction Advertising is clearly a cultural phenomenon, culturally inspired and created within the expectations of a culture1 Culture matters One day, in the midst of interviewing an advertising practitioner for my doctoral research, I asked her what she felt is the most important trait or ability that one should possess to be successful in advertising. “Synthesis as a mental capacity”, she replied. I have been mindful of her reply ever since, and especially while writing this book, not only because this particular construction of expertise is reminiscent of dispositional theories of identity (such as the familiar construction of Irishness as innate) but also because the present work (like academic works in general) is fundamentally concerned with synthesis. Despite being part of an Irish Studies series, this book is more accurately a blend of insights drawn from a variety of academic fields, including cultural studies, media studies, sociology and marketing. On one hand this eclecticism will hopefully make it interesting and relevant to both academics and advertising practitioners alike; on the other hand catering for dif ferent audiences without “thinning” the mix can be a dif ficult task. In this respect my position is akin to that of advertising professionals who are required to produce compelling advertising campaigns for corporate clients yet often within exceedingly narrow parameters. In my own case, deciding how to frame this book, and more precisely, deciding what to include and what to omit, was a source of considerable dif ficulty. 2 Chapter 1 After...
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