The Codes of Advertising
Fetishism and the Political Economy of Meaning in the Consumer Society
Format:Paperback
Publisher:Taylor & Francis Ltd
Published:12th Dec '90
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£135.00(9781138145276)
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.
"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
ISBN: 9780415903530
Dimensions: unknown
Weight: 340g
240 pages