CMN 2173 Chapter Notes - Chapter 1: Plutocracy, Commodity Fetishism, Luser

• School: University of Ottawa
• Department: Communication
• Course: CMN 2173
• Professor: Michael Strangelove

Document Summary

Four major epochs in advertising form and content explored throughout the text. Analysis of cultural role that good play as satisfiers and communicators. Symbolic dimensions of needing and culture and economic dynamic of capital accumulation are symbiotically intertwined. Advertising structures mass-media content, plays key role in the construction of gender identity. Advertising is part of a specific concern with the marketing of goods. It is a discourse through and about objects more specifically, the relationship between people and object. All societies are based on the use of nature by humans. Objectification objectify ourselves to a material world. Making things from what surrounds us integral part of our lives. Distinctive human experience mediation of human need through objects. Because of this, advertising deals with one of the fundamental aspects of human behaviour. Creation of the demand is necessary because of mass-production via capitalism. To avoid depression in economy, manufacturers have to ensure consumption of what is produced.