Magical Capitalism by Brian Moeran & Timothy de Waal Malefyt

Author:Brian Moeran & Timothy de Waal Malefyt
Language: eng
Format: epub
ISBN: 9783319743974
Publisher: Springer International Publishing

As this passage reveals, three elements are necessary to organize, develop, and circulate magic within a society. It requires the work of a specialized person to create something magical; it requires a process of creating the spell or formula to enchant; and it requires particular ritualistic situations in which magic is structured, shaped , and propagated. Brian Moeran first applied this integrated system to the organization of advertising magic:In the advertising industry, magicians correspond to “Creative ” personnel (in particular, Copywriters, Creative and Art Directors, but also photographers, makeup artists, hair stylists , and others called upon to produce advertisements); rites to competitive presentations and the production of advertising campaigns; and formulaic representations to individual advertisements. (Moeran 2014: 122)

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