oa Journal of Marketing - Don't mention the B-word : the Rice papers
Worried about your social life? Advertising could be the answer. Not in a Farmers' Weekly 'Hitching Post' kind of way. Or one of those on-line Bulgarian Brides dating sites. Something a little less direct, a shade more subtle. Picture the following scenario (it may be ever so slightly old school, perhaps, but realistic nonetheless): You're at a dinner party. You hardly know any of the other guests. But sitting opposite you is a thing of great beauty. The evening could soon be looking up, if it wasn't for the two tiresome young jocks flanking her. Conversation kicks off with the usual job comparison small talk. Turns out that jock number one is a chemical engineer, jock number two is an insurance actuary. The spotlight swivels your way. "Me? Oh, I'm in advertising," you coolly reply. Bingo! You're way ahead on points already, and now, quite frankly, the game is yours to lose. If you see what I mean.
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