This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history.
Chapter 2: Selling Time in Advertising History
Selling Time in Advertising History
Figure 2.1 Prudential Insurance advertisement, 1960s
[Page 51]Chapter 1 provides a historical account of dialectical links between industrial capitalism, the regulation of commercial spaces in the nineteenth century and the emergence of large-scale advertising. This chapter also has a historical theme, as it focuses on advertising with respect to the emergence of insurance as a socially acceptable commercial enterprise. Insurance is the art of transforming our lived experience of time into an abstract economic form of commodified relation. Indeed, it is striking how insurance makes possible a general economic ordering of the future. The ‘openness of things to come’, a colloquial representation of modernity, ‘expresses the malleability of the social world and the ability of human beings ...