The Codes of Advertising

The Codes of Advertising

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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 qworkq 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.Even when advertising became prominent in the late 1920s and 1930s networks did little more than lease facilities and sell airtime to advertisers who had total control of broadcasting. In this way we can see how capital (advertisers) took overanbsp;...

Title:The Codes of Advertising
Author:Sut Jhally
Publisher:Routledge - 2014-05-22


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