Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue. Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence. Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how it has been patterned, not by the `epoch', but by the interaction of institutional, organisational and technological forces.

Conclusion: Devices and Desires

Conclusion: Devices and desires

It should be obvious that there is nothing like an economy out there unless and until men construct such an object. (Dumont, 1977: 24)

In this economy, inhabited by actors who are real professionals in product qualification and the profiling of goods, consumers are constantly prompted to question their preferences and tastes and finally, through the explicit debates that that implies their own social identity. … Consumption becomes both more rational (not that the consumer is more rational but because (distributed) cognition devices become infinitely richer, more sophisticated and reflexive) and more emotional (consumers are constantly referred to the construction of their social identity since their choices and preferences become objects of deliberation: the distinction of products and social ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles