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Anthropology and advertising have always been focused on different frameworks. The former has researched about different cultures and populations widely. This means: human otherness. The latter, on the other hand, is centered on consumption within capitalist industrial societies. Nonetheless, during the last decades, advertising has used theoretical and methodological tools applied by anthropology when studying cultural diversity and anthropology has used advertising as a study and work field. This article explores the relationship between these two disciplines, their approximations and differences --especially regarding the use of ethnography to study the behavior of consumers. [ABSTRACT FROM AUTHOR]