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Flexibly Specialized Agencies? Reflexivity, Identity, and the Advertising Industry

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  • D Leslie

    (Department of Geography, Brock University, St Catharines, Ontario L2S 3A1, Canada)

Abstract

In this paper I examine the process of restructuring in advertising, an image-oriented industry, in the context of debates over flexible specialization and reflexive modernization. There have been far-reaching changes in the US advertising industry in the 1980s and 1990s, including the recent expansion of small, flexible, and more creatively based agencies or ‘boutiques’. The growth of creative agencies reveals a desire on the part of advertisers to reroute rising consumer skepticism of advertising by producing more reflexive, innovative work and signals a heightened apparatus of control. The case of advertising raises questions about the limits to reflexive consumer subjectivities.

Suggested Citation

  • D Leslie, 1997. "Flexibly Specialized Agencies? Reflexivity, Identity, and the Advertising Industry," Environment and Planning A, , vol. 29(6), pages 1017-1038, June.
    • Handle: RePEc:sae:envira:v:29:y:1997:i:6:p:1017-1038
    DOI: 10.1068/a291017
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    Cited by:

    1. Robert C. Kloosterman, 2004. "Recent Employment Trends In The Cultural Industries In Amsterdam, Rotterdam, The Hague And Utrecht: A First Exploration," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 95(2), pages 243-252, April.
    2. Alvin J. Silk & Charles King III, 2008. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality," Harvard Business School Working Papers 09-044, Harvard Business School.

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