Codes of Advertising by Sut Jhally
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Codes of Advertising
By Sut Jhally

The Codes of Advertising

Fetishism and the Political Economy of Meaning in the Consumer Society

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Format: Paperback

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Codes of Advertising by Sut Jhally

Book Description

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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Book Details

ISBN: 9780415903530
ISBN-10: 041590353X
Format: Paperback
(234mm x 156mm x 14mm)
Pages: 240
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 14-Mar-1991
Country of Publication: United Kingdom

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Author Biography - Sut Jhally

Sut Jhally teaches at the University of Massachusetts at Amherst.

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