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Thursday, July 08, 2004, 09:52

Anthropologist tries to fathom how advertisers can approach today's youth

Business Week

Timothy Malefyt is now an in-house anthropologist for BBDO New York, the advertising firm. His mission is to study a group of college students at Columbia University and figure out how in the world they process all of the information that comes their way, whether it's from TV, movies, billboards, video games, cell phones, the Internet -- just about everything but the fortunes wrapped inside Chinese cookies.

If a college student receives a targeted ad on her instant messaging (IM) screen, or a text message on her cell phone, is she likely to resent it? Consider it a joke? Would certain types of advertisements be welcomed? The answers depend, from an anthropologist's perspective, on the communications rituals associated with each of these tools.
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