Reading Ads Socially

Front Cover
Psychology Press, 1992 - Fiction - 247 pages
0 Reviews
Reading Ads Sociallyargues that advertisements are an ideal site for observing how the logic of the commodity form expresses itself culturally and socially. The aim is to produce a study of visual ideology which will move students to consider the deep ideological structure of ads. The fixation on whether ads are deceptive or subliminal diverts us from the real material and ideological impact of ads in modern society. The material impact of ads lies in producing and reproducing a currency of sign values that can be joined to commodities. Ideologically, the number of ads that we process numbs us into an acceptance of the social logic imposed by the framework of the commodity form. It is here that mystification takes place and here that we are encouraged to embrace reified social logic as if it were natural.

Robert Goldman examines how advertisements frame meanings, and how these frames help to organize the ways we see the world. By dissecting these frames, advertisements can be made to locate the meaning of hegemony in relation to commodity culture. The book shows how ads modify meaning. It tracks the cultural contradictions of consumer advertising and examines ad campaigns which attempt to distance themselves from the rhetoric of the commodity self, pseudo-individuality, and commodity fetishism. Original, powerfully argued, and full of illuminating examples, this book will fast become a benchmark in the study of advertising culture.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

INTRODUCTION
1
Commodity form and advertising form
15
2 ADVERTISING AND THE PRODUCTION OF COMMODITYSIGNS
37
Reification and advertising form
61
The story of the family and how it saved capitalism from itself
85
Gender relations and the dialectics of appearance in ads
107
6 COMMODITY FEMINISM
130
7 THIS IS NOT AN AD
155
Commodity bricolage
173
9 THE POSTMODERNISM THAT FAILED
202
REFERENCES
233
NAME INDEX
240
SUBJECT INDEX
242
Copyright

Other editions - View all

Common terms and phrases

About the author (1992)

Scientist, surgeon, inventor, researcher, entrepreneur and author, a former world champion strength athlete holding more than 20 world records. Founder and president of the National Academy of Sports Medicine, and cofounder of the American Academy of Anti-Aging Medicine.

Bibliographic information