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.See, for example, Saxon-Mills'comments on the `aesthetic achievements' of British advertising and the raisingof its `creative standards' in his biography of Sir William Crawford (Mills,1954).4 Some of these adverts are discussed in Nixon, 1996 and Mort, 1996.The mosthigh pro®le was BBH's press and television work for Levi's 501 jeans that beganin 1985.5 There is an extensive sociological, social historical and cultural studies literatureon interview methods and forms of qualitative research upon which I havedrawn.See, in particular, Bourdieu, 1996; Clifford, 1988; Hollands, 1985;Atkinson, 1990 and Roper, 1994.chapter 1: advertising and commercial culture1 Lash and Urry also draw attention to the importance of information and com-munication structures in providing resources for re¯exivity, see Lash and Urry1994, Chapter 3.2 Lash and Urry cite three ideal type forms of `re¯exive accumulation' (1994: 63).chapter 2: `purveyors of creativity: advertising agencies,commercial expertise and creative jobs1 See Appendix 1 for typical structure of a full-service agency.The jobs of artdirector and copywriter made up 8.9 per cent and 5.7 per cent of agency staff in168IPA member agencies (IPA Census, 2000:7).This compared with 23.7 per centin account handling, 14.5 per cent in media buying/planning, 4.8 per cent inaccount planning and research, 9.2 per cent in ®nance, 7.8 per cent secretarial(ibid).2 Advertising expenditure recovered through the late 1990s and stood at 1.94 percent of GDP in 1999 (IPA, 2000).3 In the IPA census of 1998 there were 20 large agencies, 44 medium agencies and142 small agencies.The IPA includes 206 of the 1872 or so advertising agenciesin Britain.All the top thirty agencies are members and 75 per cent of the top100.IPA members account for over 80 per cent of advertising placed in the UK(IPA, 2000).75 per cent of agency staff are employed in London, smallerconcentrations in Manchester, Leeds, Birmingham, Glasgow, Edinburgh,Newcastle and Belfast (ibid: 11).4 Terrestrial television hours grew from 471 in 1983 to 671 in 1995 in a typicalweek (Scase and Davis, 2000: 50).5 The Media Partnership bought media for WPP's two UK agencies, O&M and J.Walter Thompson, as well as for the top ten agencies AMVBBDO and BMPDDB.6 BBH employed 425 people and had billings of £238M in 1999.It was ranked at18 in the top 100 agencies by billing.While it remained a private company,BBH sold a 49 per cent share of the business to the American giant Leo Burnettin 1997 in order to gain access to their global media buying resources.7 While anecdotal evidence suggested that in the late 1980s commission paymentsaccounted for 86 per cent of most agencies gross income, this had fallen to 46per cent by 1996 (Campaign, 13/8/93: 22±3).8 HHCL had 202 staff and £180M billings in 1999.It was ranked number 19 inthe top 100 agencies based on billings.It was bought by ChimeCommunications, a group linked to WPP Group in 1997.9 `Romping' was an acronym for `radical of®ce mobility piloting!' Âchapter 3: declasse and parvenus? the social andeducational make-up of creative jobs1 Mike Featherstone has done most to take up Bourdieu's arguments on the `newoccupations'.However, Featherstone's work has explored the social make-up ofthese intermediary occupations in rather abstract, general terms and notgenerated any new evidence about their social make-up.Empirical sociologistshave shown little speci®c interest in these occupations and most of the debateconcerning changing occupational divisions of labour and class recompositionhas focused on the so-called `service class'.See Goldthorpe, 1980; Marshall etal, 1988; Savage et al, 1992.There is a richer, more nuanced historical literatureon the lower-middle classes.See especially, Crossick & Haupt, 1995 and Bailey,1999.2 See, for example, Marshall et al, 1988 and Abercrombie and Warde, 1992.3 With the assistance of the IPA, I collected data on the social backgrounds ofpractitioners working for IPA agencies through a self-completion questionnaire.Data was drawn from a total of 102 practitioners.This included the 32169e ndn ote spractitioners whom I interviewed [ Pobierz caÅ‚ość w formacie PDF ]