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| Tekijä: | Moeran, B. |
| Otsikko: | Tricks of the trade: The performance and interpretation of authenticity |
| Lehti: | Journal of Management Studies
2005 : JUL, VOL. 42:5, p. 901-922 |
| Asiasana: | Advertising agencies Authenticity Japan |
| Kieli: | eng |
| Tiivistelmä: | This paper analyses 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 US. 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 examines back stage strategy and front stage performance to show how the performance and interpretation of authenticity are ways to enable Japanese business organization to be regarded as professional and credible. |
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