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The Codes of Advertising

The Codes of Advertising

Sut Jhally

268,09 €
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Consulta disponibilidad
Editorial:
Taylor & Francis Ltd
Año de edición:
2016
Materia
Estudios mediáticos
ISBN:
9781138145276

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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 '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. (First published in 1991.)

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Otros libros del autor

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    This book offers a radical challenge to the conventional wisdom concerning racial stereotyping in the United States and demonstrates how apparently progressive programs like The Cosby Show, despite good intentions, actually help to construct enlightened forms of racism. ...
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    The Cosby Show needs little introduction to most people familiar with American popular culture. It is a show with immense and universal appeal. Even so, most debates about the significance of the program have failed to take into account one of the more important elements of its success-its viewers. Through a major study of the audiences of The Cosby Show, the authors treat two ...
  • The Codes of Advertising
    Sut Jhally
    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 ...
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