 Tricks of the Trade: The Performance and Interpretation of AuthenticityBrian Moeran Journal of Management Studies, 2005, vol. 42, issue 5, 901-922 Abstract: abstract This paper discusses a Tokyo advertising agency's preparation of campaign ideas for a competitive presentation made to a Japanese multinational corporation planning to advertise in both Germany and the United States, and the part played therein by the author as authentic foreign other. Based on anthropological fieldwork, the paper gives details of the client's orientation and the agency's subsequent market analysis and creative interpretations, while following the back‐stage interpretations of key personnel's tastes by the agency's account team as a means towards making their final selection of campaign ideas for the presentation. This description gives rise to two complementary analyses of authenticity. One concerns advertising as ‘authentic reproduction’ in the context of the interpretation of cultural stereotypes. The other analyses back stage strategy and front stage performance to show how the performance and interpretation of authenticity are tricks of the trade that enable Japanese business organizations to be seen as professional and credible in the eyes of their clients, competitors, customers and partners. Date: 2005 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:jomstd:v:42:y:2005:i:5:p:901-922 Ordering information: This journal article can be ordered from Access Statistics for this article Journal of Management Studies is currently edited by Timothy Clark, Steven W. Floyd and Mike Wright More articles in Journal of Management Studies from Wiley Blackwell |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.