The Codes of Advertising : Fetishism and the Political Economy of Meaning in the Consumer Society
by
Sut Jhally
Book Details
Format
Hardback or Cased Book
ISBN-10
1138145270
ISBN-13
9781138145276
Publisher
Taylor & Francis Ltd
Imprint
Routledge
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jul 29th, 2016
Print length
240 Pages
Weight
453 grams
Product Classification:
Communication studiesCultural studies
Ksh 29,500.00
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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. (First published in 1991.)
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