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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Publish Date
1987
Publisher
St. Martin's Press
Language
eng
Pages
240
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.