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

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Sut Jhally

The Codes of Advertising

Fetishism and the Political Economy of Meaning in the Consumer Society

Sut Jhally

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Hardback

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English

Routledge
29 July 2016

Communication studies; Cultural studies; Advertising industry

"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."

By: Sut Jhally
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 453g
ISBN: 9781138145276
ISBN 10: 1138145270
Pages: 240
Publication Date: 29 July 2016
Audience: College/higher education , General/trade , Primary , ELT Advanced
Format: Hardback
Publisher's Status: Active

Sut Jhally teaches at the University of Massachusetts at Amherst.

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

"""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"