Sign Wars: The Cluttered Landscape of Advertising

Sign Wars: The Cluttered Landscape of Advertising

by Robert L. Goldman PhD, Stephen Papson
Sign Wars: The Cluttered Landscape of Advertising

Sign Wars: The Cluttered Landscape of Advertising

by Robert L. Goldman PhD, Stephen Papson

Paperback(New Edition)

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Overview

Television has become so saturated with commercials that it is difficult at times to tell the different images apart, much less remember or care about them. But, on closer look, television commercials can tell us a great deal about the interplay of market forces, contemporary culture, and corporate politics. This book views contemporary ad culture as an ever-accelerating war of meaning. The authors show how corporate symbols or signs vie for attention-span and market share by appropriating and quickly abandoning diverse elements of culture to differentiate products that may be in themselves virtually indistinguishable. The resulting "sign wars" are both a cause and a consequence of a media culture that is cynical and jaded, but striving for authenticity.

Including more than 100 illustrations and numerous examples from recent campaigns, this book provides a critical review of the culture of advertising.  It exposes the contradictions that stem from turning culture into a commodity, and illuminates the impact of television commercials on the way we see and understand the world around us.
 

Product Details

ISBN-13: 9781572300347
Publisher: Guilford Publications, Inc.
Publication date: 05/21/1996
Series: Critical Perspectives
Edition description: New Edition
Pages: 323
Product dimensions: 7.50(w) x 9.25(h) x (d)

About the Author

Robert L. Goldman, Ph.D., is Professor of Sociology and Anthropology at Lewis and Clark College in Portland, OR.

Stephen Papson, Ph.D, is Professor of Sociology at St. Lawrence University in Canton, NY.

Table of Contents

Introduction:
Sign Value, Appropriation, and Cultural Crisis
1. Sign Wars
2. Advertising in the Age of Hypersignification
3. Yo! Hailing the Alienated Spectator
4. The Flip Side of Jadedness: Memory and a Sense of Place
5. Authenticity in the Age of the Poseur
6. Green Marketing and the Commodity Self
7. The Corporate Politics of Sign Values
Conclusion

Interviews

Readers interested in the cultural significance of advertising in the postmodern age, it also serves as a text for courses on advertising, mass communication, television and film, semiotics, critical theory, and cultural studies.

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