Free PDF The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society, by Sut Jhally
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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.
- Sales Rank: #1577846 in Books
- Published on: 1990-12-14
- Released on: 1991-03-14
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .55" w x 6.14" l, .74 pounds
- Binding: Paperback
- 240 pages
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
About the Author
Sut Jhally teaches at the University of Massachusetts at Amherst.
Most helpful customer reviews
0 of 0 people found the following review helpful.
The Game That is Advertising
By D. Damico
Book predates wide use of the internet so I am not sure how much of a loss that will be. However, the basics of the subject matter should apply to those interested in the game that is advertising.
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