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

Description: The Codes of Advertising by Sut Jhally Analyses the role played by advertising in the cultural economy of modern society, from both cultural and economic perspectives. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description The Codes of Advertising analyses the role that advertising plays in the cultural economy of modern society, from both cultural and economic perspectives. Back Cover 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. Author Biography Sut Jhally teaches at the University of Massachusetts at Amherst. Table of Contents 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 Review "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 Details ISBN041590353X Author Sut Jhally Pages 240 Language English ISBN-10 041590353X ISBN-13 9780415903530 Media Book Format Paperback DEWEY 302.23 Year 1990 Imprint Routledge Subtitle Fetishism and the Political Economy of Meaning in the Consumer Society Place of Publication London Country of Publication United Kingdom Illustrations illustrations Edition 1st Short Title CODES OF ADVERTISING REV/E Edition Description Revised DOI 10.1604/9780415903530 AU Release Date 1990-12-12 NZ Release Date 1990-12-12 UK Release Date 1990-12-12 Publisher Taylor & Francis Ltd Publication Date 1990-12-12 Alternative 9781138145276 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:134432948;

Price: 118.98 AUD

Location: Melbourne

End Time: 2025-01-01T03:18:44.000Z

Shipping Cost: 9.35 AUD