Advertising: A Cultural Economy - download pdf or read online

By Liz McFall

ISBN-10: 0761942548

ISBN-13: 9780761942542

Advertisements is usually used to demonstrate renowned and educational debates approximately cultural and financial lifestyles. This e-book stories cultural and sociological methods to ads and, utilizing historic proof, demonstrates reconsider of the research of ads is lengthy late. Liz McFall surveys dominant and tricky traits in the present discourse. This publication deals an intensive overview of the literature and likewise introduces clean empirical facts. advertisements: A Cultural financial system makes use of a old learn of ads to regain a feeling of ways it's been patterned, now not through the `epoch', yet by way of the interplay of institutional, organisational and technological forces.

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While many semiotic theorists acknowledge in principle the play of influence across these regimes, advertising texts are treated in practice as complete and self-contained systems of meaning. Even where, as in Goldman and Papson’s (1996) analysis, more weight is given to crossreferentiality across signifying regimes, the relationship is unilinear with advertising always cast in the role of insatiable cultural appropriator, coloniser or ‘cannibal’. qxd 26 1/13/04 10:48 AM Page 26 A further problem with the textual location of meaning, disregarded even by intertextual accounts, is the relationship between meaning systems and other dimensions of social life and practice.

This term signals how advertising, through its proximity to major economic concerns and its pervasiveness in everyday life, defines the interplay between people and objects in a ‘consumer society’, where goods act primarily to communicate meaning rather than to satisfy wants. Advertising’s place in the transition to consumer society is evidenced by historical changes in the format and content of advertisements. In this formulation Leiss et al. stay quite close to the key terms of the commodity fetishism thesis.

To make this clearer it is worth first revisiting some of the key principles of the semiotic conceptualisation of meaning, and their links to a historical-materialist way of thinking about the world. Some problems with this conceptualisation are then reviewed, before consideration is given to the way meaning is formulated within a broadly Foucauldian perspective of discursive constitution. This helps clear the path for the overarching argument that, ultimately, debates about the nature of meaning reveal surprisingly little about the developing nature, role and practice of advertising in contemporary societies.

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Advertising: A Cultural Economy by Liz McFall

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