Abstract
To say that advertising has a crucial role in the making of consumer culture is to state the obvious, yet the actual working of advertising as an industry is not widely understood. Although advertising as a cultural institution is certainly a metonym for the pervasive commercialization of social life being experienced across the world in the era of triumphant capitalist modernity, this chapter will show that as an industry, advertising needs to be conceived of more as an intricate and contingent set of relations between advertisers and the media, with advertising agencies as key intermediaries.
This chapter is an output from a program of research under Discovery—Project, DP0556419, “Globalisation and the media in Australia,” funded by the Australian Research Council 2005–2009. The author gratefully acknowledges the ARC’s financial support. Thanks are also due to research correspondents in Latin America: Cassiano Ferriera Simões, Neusa Demartini Gomes, and Othon Fernando Jambeiro in Brazil; Carola García Calderón in Mexico; and Carolina Aguerre in Argentina.
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© 2012 John Sinclair and Anna Cristina Pertierra
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Sinclair, J. (2012). The Advertising Industry in Latin America: A Contemporary Overview. In: Sinclair, J., Pertierra, A.C. (eds) Consumer Culture in Latin America. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137116864_3
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DOI: https://doi.org/10.1057/9781137116864_3
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