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Speaking to Customers: The Anthropology of Communications

In Contemporary Marketing and Consumer Behavior, J. Sherry, Jr. editor. NY: Sage, 1995

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Buy the book on Amazon > This paper focuses on communications by utility companies to respond to customer concerns about EMFs in the 1980s in which the implicit (or presupposed) content of customers' words are explored. The paper suggests that all communications (advertising or otherwise) set up an expected frame or relationship with customers, a frame that is grounded by cultural symbols.

Tags: Business Language, Cultural Analysis, Electric Utilities, Monopolies