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.I use the term middle class to include thosehigher managerial and professional occupations that fall within category 1; lowermiddle class to include those occupations within categories 2±4; and workingclass those occupations within categories 5±7 (Martin and Deacon, 1997: 33).4 Savage et al also cite ®gures for the manual working class that suggest that 72per cent of unskilled manual workers had fathers who were manual workers(Savage et al, 1992: 134).The most well known sociological study of socialmobility and class divisions in Britain is the Oxford mobility study led by JohnGoldthorpe (1980).Goldthorpe's work privileges the analysis of what he callsthe `service class' ± by which he means professional, administrative andmanagerial positions.Marshall et al, drawing on Goldthorpe's work, suggestthat there has been considerable upward mobility into these positions and thatthe `service class' has been recruited from throughout the social structure(Marshall et al, 1988: 101).5 Fielding argues that the petit bourgeoisie have always been a highly diversegroup in terms of their social mix with regard to origins (Fielding, 1995).Onewould perhaps expect this of intermediary social groupings.See also Crossickand Haupt, 1995.6 The reputation persists today.As Caroline Marshall noted, `Once upon a time, acertain type of man got the top job at JWT, London.Requirements included aneducation at public school followed by the Guards, a long, long careerexclusively at JWT and at least two surnames' (Campaign, 2/2/01: 12).7 These ®gures are based on a sample of 55 pro®les taken from the trade pressbetween 1993±8.8 These ®gures are derived from a sample of 40 media planners/buyers collectedby the IPA.I am grateful to Ann Murray Chatterton for sharing this informationwith me.9 The top four universities from which account handlers currently come areOxford, Bristol, Edinburgh, and York (Ann Murray Chatterton, per comm.).10 On the place of qualifying associations in the formation of professions seeMillerson, 1964.On professionalism see Johnstone, 1982 and 1989.11 The D&AD's remit was as follows: `setting and maintaining standards ofcreative excellence; communicating the value of creative excellence to thebusiness community; educating and inspiring the next creative generation'(D&AD Annual, 1996: 1).chapter 4: the cult of creativity: advertising creativesand the pursuit of newness1 For a discussion of the adverts see Campaign, 24/3/95: 11 and Independent onSunday, 3/9/95: 10.2 For a very different approach to questions of creativity developed within arttheory and theories of the avant-garde, see, Krauss, 1985; Crow, 1996.3 On the relationship between art and advertising see Bogart, 1995; Tozer, 1997.4 One of the creative directors I interviewed, Steve Buckland, confessed to asimilar reverence for CDP's press advertising.He recalled, `They [CDP] started170representation and identity to produce broadsheet page advertising for the Army which wanted to have anintelligent conversation with me.They were really very well written.The intel-ligence that was expressed in that advert really impressed me.'chapter 5: a homosocial world? masculinity, creativityand creative jobs1 Advertising is clearly not unique among media industries in being un-representative of the wider population in terms of its ethnic and `racial' mix.McRobbie (2002a: 112) quotes the BFI Television Industry Tracking Study thatshowed that 94 per cent of new entrants to television were white.2 The IPA published two long reports on the position of women in advertising in1990 and 2000 (Baxter, 1990; Klein, 2000).The issue remains a high priorityfor the Institute, per comm.Ann Murray Chatterton, IPA Director of Trainingand Development.D&AD had long been attacked for the lack of women jurorsfor the D&AD awards (see, inter alia, Campaign, 15/12/95: 28; 31/5/96: 24).The D&AD not only collaborated with the IPA on its 2000 report, but LarryBarker, the D&AD's President in 2000 also signalled the lack of women increatives jobs as a major issue for his presidency (Campaign, 4/2/00: 14).3 Baxter makes this point explicitly in Baxter, 1990: 11
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