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

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

Paperback

AccountingGeneral Political ScienceGeneral Sociology

ISBN10: 041590353X
ISBN13: 9780415903530
Publisher: Routledge
Published: Dec 12 1990
Pages: 240
Weight: 0.74
Height: 0.57 Width: 6.06 Depth: 9.18
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.

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