Culture, Irishness and the Advertising Industry
Chapter 2 The Irish Advertising Industry and Internationalisation 27
Chapter 2 The Irish Advertising Industry and Internationalisation Adland’s global mantra: global consolidation1 Where capitalism goes, advertising goes2 Pratt (2006: 1883) argues that while advertising researchers have proven adept at analysing its textual forms and more recently have begun to investi- gate the domain of production, few have been attentive to structural dimen- sions of the industry, such as international regulation and governance and above all, the growing power of the major advertising groups. He highlights, for example, that several large American, Japanese, and British advertising agencies and holding companies have concentrated ownership and control and now ef fectively dominate the industry worldwide. While in this book I am primarily interested in producer discourse and practice and in using Irishness as an analytical bridge between advertising and advertisements, I also wish to say something about industry form and structure (albeit to a much lesser extent). The internationalisation of advertising does not just refer to agency mergers and consolidation but also to the development of global markets and transnational practices. As Kemper (2001: 8) points out, the advertising business is a community as well as a profession; “that community is worldwide and in many ways stronger than the ties that join the advertising profession to its public”. Hence, it is perhaps useful to first establish the embeddedness of Irish advertising within wider organisational and professional networks before shifting our attention, in later chapters, to its cultural rootedness. 28 Chapter 2 It goes without saying that in addition to those working in...
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