A novel investigation of pro bono marketing and the relationship between goods, exploring the complex moral dimensions of philanthropic advertising.
 
The advertising industry may seem like one of the most craven manifestations of capitalism, turning consumption into a virtue. In Tangled Goods, authors Iddo Tavory, Sonia Prelat, and Shelly Ronen consider an important dimension of the advertising industry that appears to depart from the industry's consumerist foundations: pro bono ad campaigns. Why is an industry known for biting cynicism and cutthroat competition also an industry in which people dedicate time and effort to "doing good"?
 
Interviewing over seventy advertising professionals and managers, the authors trace the complicated meanings of the good in these pro bono projects. Doing something altruistic, they show, often helps employees feel more at ease working for big pharma or corporate banks. Often these projects afford them greater creative leeway than they normally have, as well as the potential for greater recognition. While the authors uncover different motivations behind pro bono work, they are more interested in considering how various notions of the good shift, with different motivations and benefits rising to the surface at different moments. This book sheds new light on how goodness and prestige interact with personal and altruistic motivations to produce value for individuals and institutions and produces a novel theory of the relationship among goods: one of the most fraught questions in sociological theory.
 

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Yes, you can access Tangled Goods by Iddo Tavory,Sonia Prelat,Shelly Ronen in PDF and/or ePUB format, as well as other popular books in Social Sciences & Sociology. We have over one million books available in our catalogue for you to explore.

Information

Publisher

University of Chicago Press

Year

2022

ISBN

9780226820170

Topic

Social Sciences

Subtopic

Sociology

Index

Social Sciences

Cover
Title Page
Copyright Page
Dedication
Contents
1. Advertising for Good
2. Morality in Pro Bono Work
3. Good Work; or, The Gift of Unalienated Labor
4. The Elephant in the Field: Awards and Recognition
5. Curatorial Work: Managers and Organizational Pressures
6. Navigating Goods: Boundaries and Bridges
7. Evaluating Goods: Questions of Measurement
8. Tangled Goods
Acknowledgments
Appendix: Notes on Method
Notes
References
Index