- 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 5: ‘The Times they are A-Changin'’: Transformations of Work and Leisure in the Time/Space Economies of Modern and Postmodern Advertising
‘The Times they are A-Changin'’: Transformations of Work and Leisure in the Time/Space Economies of Modern and Postmodern Advertising
The signifying properties of advertising practices provide fascinating revelations into the commodification of leisure time as a precondition for capitalist production. The transition to monopoly capitalism in the early twentieth century precipitated a movement from absolute surplus-value to relative surplus-value extraction and an emphasis on the social conditions of wage labour (Goldman, 1995: 16). The appropriation of relative surplus-value involves an intensification of the productive process (Lee, 1993). And the resulting accumulation of surplus products requires a ‘qualitative reconfiguration of consumption’ if capital is to avoid a crisis ...