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CMN2173 (7)
Chapter 2

JANUARY 31 (CHAPTER 2 CONT'D).docx

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Department
Communication
Course
CMN2173
Professor
Michael Strangelove
Semester
Winter

Description
ADVERTISINGAND SOCIETY – JANUARY 31 CHAPTER 2 CONT’D - Commodity fetishism  “Essential, organic, ideal” – theological approach.  Function is to disguise the condition of production. - Conservative apologetics – assume sovereign individuals (which we know to be false) - Advertisement system “ideological” via two main ideas:  Culture  Mass shared meanings, shaping shared behaviour  Individualist societies have a hard time envisioning/accepting group influence.  Ideology  (Extent of influence on individual)  How certain ideas (not all), values, meanings are connected to power. (Power via ideas) • Privatization of ideas o Freedom of speech vs. equality of speech  The very few own most. - Any object can take on any meaning  Ex.Art (Toilet signed and put on a wall – no longer a toilet, now art)  Meaning is derived by context. - Advertising system attaches meaning to pro
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