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Read e-book online Advertising, Commercial Spaces and the Urban PDF

By Anne M. Cronin

ISBN-10: 0230283012

ISBN-13: 9780230283015

ISBN-10: 1349303704

ISBN-13: 9781349303700

Offering an in depth account of latest outdoors ads and its dating with city area, this e-book examines what the outside advertisements tells us concerning the advertisement creation of city house, what practices show approximately modern capitalism, and the way advertisements and billboard constructions interface with areas of town

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Example text

Indeed, some accounts propose a more expansive view of calculation including processes of the classification (or ‘qualification’) of products and these practices’ role in actively constituting markets (Callon, 1998). In my ethnographic work, there was ample evidence of commercial calculation in relation to the classification of people and products in the industry’s market research practices. But what also emerged was a broader range of calculative actions – or ‘commercial experiments’ – that performed or enacted market relations between the various actors in the field.

This produces a calculative space which is an admixture of space, people, calculation techniques, calculation technologies and an orientation towards the potential of creative insight. For the industry, it makes no sense to try to separate these elements: they constitute a set of experiments that produces a commercial reality which can be channelled for profit. One result is that a calculative quality, characteristic or orientation comes to be interwoven into the creative process of producing the city as a fluid, flexible entity.

Thus, the industry reflexively engages with the performative nature of capitalism and in doing so, the knowledge practices of the industry attempt to bring the future into the present. The commissioned research projects and practitioners’ redeployment of marketing data in the industry’s databases is a continual iteration of the multiple and contradictory nature of people, places and consumption: an ever-more refined classification The Industry and the City 37 of demographics; redefinitions of types or families of commodities and services; social trends in travel, work and leisure patterns; market share of advertising by television, the internet and the press.

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Advertising, Commercial Spaces and the Urban by Anne M. Cronin

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