Resource title

Embedded Structural Tensions in the Organization of Japanese Advertising Production

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Resource description

This essay examines embedded structural tensions in the organization ofJapanese advertising production. Tensions arise from the fact that anadvertising campaign, like many other creative products, is produced bymotley crews of personnel from both within an agency contracted to carry outthe campaign (an account team) and freelance professionals hired to assist inthe creative work required (a production team). The structuring of advertisingaccount teams in Japan, Europe and the USA depends on how accounts aredistributed by advertising clients. The amount and kind of creativity displayedby photographers depends on advertising and the structure of fashionmagazine publishing. Creativity itself thus depends on an unspoken set ofinstitutional power relations that enables individuals to compete for recognitionas being creative .

Resource author

Brian Moeran

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Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/7777

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