Masumi Ando's "What is the Essence of Advertising Communication? An Attempt at 'Advertising Sociology'" Now Available

The book " What is the Essence of Advertising Communication? An Attempt at 'Advertising Sociology'" by Masumi Ando, Senior Consultant at Dentsu Inc., was released on May 7.

Minerva Shobo, 440 pages, ¥8,800 (tax included), ISBN 978-4-623-09071-6

In this book, the author—who possesses dual perspectives as both an advertising practitioner and researcher—compares and analyzes conventional advertising theories. He then confronts the fundamental question of why advertising works, while examining the future of advertising.

Key Points:
◎ Examines "Why Advertising Works" based on theories from Saussure, Barthes, Schutz, Goffman, Lacan, Habermas, and others.
◎ Introduces the background of recent digital marketing.
◎ Explores methodologies for examining social consciousness through advertising.

【Table of Contents】
Introduction: What is Happening with Advertising Today?
Chapter 1: Diverse Perspectives on Advertising
Chapter 2: Is Advertising Art or Science?
Chapter 3: "Advertisement" and "Advertising" – The Distinction
Chapter 4: Analytical Approaches to Advertising Communication
Chapter 5: Toward Integrating Advertising Theory
Chapter 6: Advertising and Society
Chapter 7: Typology of Advertising Communication
Chapter 8: The Social Schema of Advertising Understanding—Social Modeling of Advertising Understanding Based on Schutz's Meaning System Theory
Chapter 9: Where Is Digital Marketing Headed?
Chapter 10: Understanding-Oriented Communication Rationality in Advertising
Final Chapter: Where Is Advertising Headed? — Beyond Rational Elaboration

【Author Profile】

Senior Consultant, Dentsu Inc.; Director, Japan Advertising Association
Graduated from Kyoto University, Faculty of Letters, Department of Philosophy in 1981. Joined Dentsu Inc. the same year. Worked in planning and development, overseas operations, management, and marketing departments. From 1990, served as the first resident representative at Dentsu Moscow Office (the first Soviet Union base for a Japanese advertising agency). Experienced the collapse of the Soviet Union during this posting. Subsequently held positions as Senior Managing Executive Officer at Dentsu Meitetsu Communications Inc., Visiting Faculty at Nagoya University Graduate School of International Language and Culture, and Professor at Nanzan University Graduate School of Business. Received the Gold Prize at the 49th Japan Advertising Association Essay Contest in 2020.