The Codes of Advertising
Fetishism and the Political Economy of Meaning in the Consumer Society
Nonfiction, Social & Cultural Studies, Social Science
| Author: | Sut Jhally | ISBN: | 9781135213022 |
| Publisher: | Taylor and Francis | Publication: | May 22, 2014 |
| Imprint: | Routledge | Language: | English |
| Author: | Sut Jhally |
| ISBN: | 9781135213022 |
| Publisher: | Taylor and Francis |
| Publication: | May 22, 2014 |
| Imprint: | Routledge |
| Language: | English |
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.
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.
