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New Vocabularies, Old Ideas

Culture, Irishness and the Advertising Industry


Neil O'Boyle

Advertisements are often viewed as indices of cultural change, just as the advertising industry is often imagined as innovative and transformative. Advancing from an alternative position, which borrows much from practice-based research, this book instead highlights the routinisation of practices and representations in advertising. Drawing extensively from his own study, the author uses Irishness to investigate the relationship between cultural symbolism in advertising and the cultural vocabularies of advertising practitioners. While globalisation and immigration to Ireland have putatively unhinged taken-for-granted understandings of Irish identity, the author argues that representations of Ireland and Irishness in the global context continue to draw from a stock of particularisms and that advertising practitioners continue to operate with largely essentialist understandings of culture and identity. As the first of its kind in Ireland, this book makes a case for renewed attention to advertising by academic scholars and promotes the benefits of interdisciplinary research.


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Index 209


Index AAI see Association of Advertisers in Ireland academic knowledge 116 advertising as indeterminate profession 15, 116–17 as project ecology see project ecology discourse 15, 18, 94, 95, 120 expenditure in Ireland 32, 39 expertise see expertise groups 17, 27, 40, 43 internationalisation of see internationalisation law 35, 37 philosophy 32, 92–4 producers see practitioners social power of 165 social processes of 7, 14 Advertising Standards Agency 37 Advertising Standards Authority of Ireland 37, 38, 39, 68 Aer Lingus 61, 62, 65 AIB see Allied Irish Bank alcohol advertising 38, 160 agencies client relations 15, 43, 44, 116, 117, 158 compensation systems 29 ideological tensions within 10, 48 landscape in Ireland 39–44 occupational groups within 9–12 organisational culture 21, 107 production space 92, 95, 106, 107 work routines 7, 118 Alcohol Marketing Communications Monitoring Body 38 Allen, K. 102 Allied Irish Bank 69 Alvesson, M. 7, 19, 21, 116, 117, 169 AMCMB see Alcohol Marketing Communications Monitoring Body American/Anglo model of creative advertising strategy 88 Anderson, B. 63 anthropology 171, 182 anthropomorphism 153 Arvidsson, A. 57, 58 ASA see Advertising Standards Agency ASAI see Advertising Standards Authority of Ireland Association of Advertisers in Ireland 38 Astroff, R.J. 13, 23, 112, 138, 181 Audiovisual Media Services Directive 35 autoethnography 121 Averill, G. 169 AVMSD see Audiovisual Media Services Directive awards 6, 45–9, 52, 92, 108 BAI see Broadcasting Authority of Ireland Ballygowan 94, 174 Bakhtin, M.M. 67 Barthes, R. 135 Baudrillard, J. 56 Bauman, Z. 56...

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