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The Production of Advertising
| Content Provider | Scilit |
|---|---|
| Author | Miller, Daniel |
| Copyright Year | 2021 |
| Description | Various approaches to the study of advertising have been developed in the last two decades, mainly depending upon other interests than those of this book. Cultural studies, for example, has been principally concerned with how advertising reflects the essence of capitalist society. Others have been interested in how advertising language works as compared to other linguistic forms, or in applying semiotic textual analysis. With respect to the title of this book there exists a tension in the study of advertising. Here if anywhere people have seen the quintessence of capitalism. Advertising is often treated as 'the business end', the bit where we see the effects of business on society most clearly. This may well be to the detriment of the study of advertising. Firstly, it is not clear that this is the case. Rather in the same way that people have tended to blame shopkeepers rather than 'high capitalists' for their misfortunes, since they were the more visible business community, so also academics may have over-estimated the importance of advertising simply because of its visibility and because it is the most immediate source of information on business. There is also a tension in some critical studies between the desire to come to grips with the specificity of advertising as an institution and this desire to employ it to represent some more general essence of capitalism. I hope that taking a relativist perspective on capitalism will make this less likely to occur in the present case. Book Name: Capitalism |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2020-0-15297-3&isbn=9781003084853&format=googlePreviewPdf |
| Ending Page | 194 |
| Page Count | 42 |
| Starting Page | 153 |
| DOI | 10.4324/9781003084853-5 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2021-01-07 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Capitalism Cultural Studies Society Capitalism Tension Book Essence Visible Capitalist Interested Study of Advertising |
| Content Type | Text |
| Resource Type | Chapter |
