The Codes of Advertising
Fetishism and the Political Economy of Meaning in the Consumer Society
By (author) Sut Jhally
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Codes of Advertising by Sut Jhally
Book DescriptionThis 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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Book DetailsISBN: 9780415903530
(234mm x 156mm x 14mm)
Publisher: Taylor & Francis Ltd
Publish Date: 14-Mar-1991
Country of Publication: United Kingdom
Books By Author Sut Jhally
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Author Biography - Sut Jhally
Sut Jhally teaches at the University of Massachusetts at Amherst.
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