The religious dimensions of advertising

The religious dimensions of advertising / Tricia Sheffield.

This groundbreaking work explores media scholar Sut Jhally?s thesis that advertising functions as a religion in late capitalism and relates this to critical theological studies. Sheffield argues that advertising is not itself a religion, but that it contains religious dimensions--analogous to Durkhe...

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Bibliographic Details
Main Author: Sheffield, Tricia
Format: eBook
Language:English
Published: New York : Palgrave Macmillan, 2006.
Edition:1st ed.
Series:Religion/culture/critique.
Subjects:
Religion in advertising.
Consumption (Economics) > Religious aspects.
BUSINESS & ECONOMICS > Advertising & Promotion.
Consumption (Economics) > Religious aspects
Religion in advertising
Reclame.
Religieuze aspecten.
Online Access:Click for online access
Table of Contents:
  • Preface * Introduction * Part I: Totemic Desires * On Religion * Marx and Commodities: Use-value and exchange value * The Fetishism of Commodities * Jhally?s Four Stages of Advertising * Advertising as Religion? * Part II: Worshiping a Totem: Emile Durkheim?s Theories of Religion * Durkheim?s Definition of Religion * Totemism * The God/Society Equation * Totemism and Advertising * Part III: Locating Religious Dimensions in the History of Advertising * 1880-1920: The Rise of Industrial Capitalism * 1920-1940:?Apostles of Modernity? * 1945-1960:?Realizing the American Dream? * 1960-1980: The Creative Revolution * 1980-2005: The Information Age: A Media Revolution * Part IV: The Religious Dimensions of Advertising in the
  • Culture of Consumer Capitalism * Advertising as?Divine? Mediator * Advertising as Sacramentality * Advertising and Ultimate Concern * Part V: Refusing to be an Advertisement: Enacting Disruptive Performative Identities Against the Religious Dimensions of Advertising * Cultural Identity Formation * Policing the Body: Foucault?s Theory of the Body as Inscriptive Surface * Embodied Subjectivity and the Oppositional Gaze * Disruptive Performative Identities * A Counternarrative of Embodiment.

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