- Subject index
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 3: Time and the Commodity-Form
Time and the Commodity-Form
Marxist analysis of time and commodity culture reveals advertising as directly implicated in capitalist accumulation. Capital (Volume 1) begins by telling us that the foundational form of capitalist society derives from ‘an immense accumulation of commodities’. But the commodity presents itself to us as ‘an object outside us’. ‘A commodity is … a mysterious thing, simply because … the relation of the producers to the sum total of their own labour is presented to them as a social relation, existing not between themselves, but between the products of their labour.’ (Marx, 2003: 77). Marx believed that people should be fulfilled as creative beings in their work. Under capitalism, however, we neither control the things we produce nor do ...