The Codes of Advertising

Fetishism and the Political Economy of Meaning in the Consumer Society

Nonfiction, Social & Cultural Studies, Social Science
Cover of the book The Codes of Advertising by Sut Jhally, Taylor and Francis
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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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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