CMNS 323W Lecture Notes - Lecture 2: Linguistic System, Social Relation
6 Feb 2018
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Document Summary
Joining together the material thing and the meaning (meaningful image in the case of advertisements) Convent economic exchange value into cultural sign value (works both ways) Advertising itself is more labor that goes into production of product, thus raising its value. We live in a world of commodity signs: we use commodity signs to position and recognize ourselves, our shoes and jeans are our commodity signs. Not only are commodities joined into signs, commodities also get reproduced as signs: a music video, television, etc. are commodities. Advertising is a linguistic system: commodity sign reproduces logic of commodity, social relation among things, material relation among persons, every element of society begins to succumb to this logic. Idea of paradise was once sacred, but now it is turned into something normal (e. g. bottled water = paradise: pop song with rich meanings and values. But still the same logic as iggy and britney: selling something. Equivalent discourse of logic of promotion = advertising.
