The Codes of Advertising
Fetishism and the Political Economy of Meaning in the Consumer Society
1st Edition
Published on 22. May 2014
240 pages
978-1-135-21303-9 (ISBN)
Description
This book examines the commercial speech of advertising as a cultural phenomenon whose social significance far exceeds its economic influence. Jhally argues that by selling viewing time to advertisers, television converts audiences into laborers who "work" for the media in the same way that workers do in a factory. By watching commercial messages on TV, viewers actively create symbolic meaning, but also generate profit for the media in return for the wage of entertainment.
Reviews / Votes
"presents a detailed analysis of the specific political economy of the commercial, examining the way that, during advertising time on television, meaning is not only being generated in the relation between people and commercial messages, but is framed by the valorization of that watching activity." -- Journal of Economic LiteratureMore details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
File size
13,36 MB
ISBN-13
978-1-135-21303-9 (9781135213039)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Sut Jhally
The Codes of Advertising
Fetishism and the Political Economy of Meaning in the Consumer Society
Book
07/2016
1st Edition
Routledge
€206.40
Shipment within 10-20 days
Sut Jhally
The Codes of Advertising
Fetishism and the Political Economy of Meaning in the Consumer Society
Book
12/1990
1st Edition
Routledge
€60.20
Shipment within 15-20 days
Person
Sut Jhally teaches at the University of Massachusetts at Amherst.
Content
1. Introduction: Fundamentals and Starting Points 2. The Fetishism of Commodities 3. The Valorisation of Consciousness 4. The Codes of the Audience 5. Advertising Codes and Fetishism 6. Conclusion: Advertising, Religion and the Mediation of Meaning
