The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society

ISBN-13: 9780415903530 / Angielski / Miękka / 1990 / 240 str.

Sut Shally; Sut Jhally;Jhally Sut

Opis

This work analyses the role that advertising plays in the cultural economy of modern society, from both cultural and economic perspectives.

Recenzje

"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 Literature

Spis treści

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

O autorze

Sut Jhally teaches at the University of Massachusetts at Amherst.