globalising the magic system
The project ‘Globalising the Magic System: a History of Advertising Industry Practices in Australia 1959-1989’ aimed to shed light on the complex relationship between advertising and Australian society by recording, for the first time, the impact of globalisation on the work practices of this significant but under analysed industry. Most advertising studies concentrate on the analysis of the end product, the advertisements. This project was significant because it examined the processes through which these advertisements are produced, including hiring practices, agency hierarchies, client/agency relations, and technological change.
The research team conducted 120 interviews with advertising practitioners who worked in the advertising industry between 1959 and 1989. The Australian Research Council (DP120100777) funded the research, which resulted in two monographs, symposiums and workshops, and numerous scholarly articles.