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JANUARY 24 (CHAPTERS 1+2).docx

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Department
Communication
Course
CMN2173
Professor
Michael Strangelove
Semester
Winter

Description
ADVERTISING & SOCIETY – JANUARY 24 CHAPTER 1 (CONT’D) Ambiguity - “TripleAmbiguity”  Needs,Advertising, Commodities.  No collective identification of needs  Which commodities address my needs?  Ambiguity of meaning in general. CHAPTER 2 Commodity Fetishism (Karl Marx) p. 25 “Exchange of things in many cultures was literally an exchange of persons.” - Something personal is put into what that person makes.  See: Idea of divine/spiritual forces present in most cultures. - Struggle of the authentic (Marxist theory)  “Authentic, organic, truth, origin”  Looking for the authentic within the artificial.  Issue being juxtaposition of a “good” past and “bad” present.  If traditional manufacturing is “ideal”, globalization/mass manufacturing can live up to it. - “Context of product exchange.” (Lost via mass manufacturing)  Who made this?  Where did it come from?  What is the role of social relations? SLIDESHOW #2 - Consumption is of that which is more profitable - 1880-1930’s = radicalism of the middle class. - Idea of corporations owning media and the market associated with freedom, government owning these things associated with socialism.  Eg. Radio Ads a
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