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:
Mass shared meanings, shaping shared behaviour
Individualist societies have a hard time envisioning/accepting group influence.
(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