An edition of The codes of advertising
(1987)
The codes of advertising
fetishism and the political economy of meaning in the consumer society
by Sut Jhally
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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.
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The codes of advertising: fetishism and the political economy of meaning in the consumer society
1987, St. Martin's Press
in English
0312002114 9780312002114
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Edition Notes
Bibliography: p. [206]-221.
Includes index.
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