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The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society
by Sut Jhally
Binding: Paperback, Reprint edition, 240 pages
Publisher: Routledge
Weight: 0.74 pound
Dimension: H: 0.57 x L: 9.18 x W: 6.06 inches
ISBN 10: 041590353X
ISBN 13: 9780415903530
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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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