Magic and Capitalism: An Anthropological Study of Advertising

Introduction

In his book "Magic and Capitalism: An Anthropological Study of Advertising," Everardo P. Guimarães Rocha explores the relationship between magic and capitalism, arguing that advertising is a form of magic that uses symbols and rituals to create desire and shape consumer behavior. Rocha draws on his fieldwork in Brazil to provide a rich ethnographic account of how advertising works, from the production of ads to their consumption by consumers.

Advertising as Magic

Rocha argues that advertising is a form of magic because it uses symbols and rituals to create a sense of enchantment and mystery around products. Ads often use images of beautiful people, exotic locations, and happy families to create a world that is both desirable and unattainable. This creates a sense of longing in consumers, who are then motivated to buy the products in order to achieve the happiness and success that they see in the ads.

The Rituals of Consumption

Rocha also argues that advertising is a form of ritual that helps to create and maintain social bonds. When people buy and consume products, they are not only satisfying their own needs, but they are also participating in a shared cultural experience. This experience helps to create a sense of community and belonging, which is essential for social cohesion.

The Power of Advertising

Rocha concludes that advertising is a powerful force that shapes our desires, our behavior, and our culture. He argues that we need to be aware of the power of advertising and to use it wisely. We should not allow ourselves to be manipulated by ads, but we should use them to our advantage to create a more just and sustainable world.

Conclusion

"Magic and Capitalism" is a fascinating and thought-provoking book that offers a new perspective on advertising. Rocha's work is a valuable contribution to the fields of anthropology, sociology, and marketing. It is a must-read for anyone who is interested in understanding how advertising works and how it shapes our lives.

Why You Should Buy This Book

If you are interested in learning more about advertising, magic, or capitalism, then this book is for you. Rocha's work is a unique and insightful exploration of the relationship between these three concepts. It is a must-read for anyone who wants to understand how advertising works and how it shapes our lives.

Here are a few reasons why you should buy this book:

• It is a well-written and engaging book that is sure to keep you entertained from beginning to end.
• It offers a new perspective on advertising that is both thought-provoking and insightful.
• It is a valuable contribution to the fields of anthropology, sociology, and marketing.
• It is a must-read for anyone who is interested in understanding how advertising works and how it shapes our lives.

Don't miss out on this opportunity to learn more about advertising, magic, and capitalism. Order your copy of "Magic and Capitalism" today!