The paper explores the debate between Sut Jhally and James Twitchell entitled "On Advertising" that looks at their views on consumerism, advertising and the relationship between people and material things.
Written in 2008; 1,252 words; 3 sources; MLA; $ 42.95
Paper Summary:
The paper explores the perspectives of Sut Jhally and James Twitchell on the relationship between material things and people as manifested by advertising communications. The paper explains both positions but argues in support of Twitchell's view as the more realistic of the two, given its grounding in the reality of human conduct rather than in the idealistic projection of what human actions should or might be.
From the Paper:
"In order to explore the perspectives of Jhally and Twitchell it is first necessary to understand the basic ideas and concepts that inform their arguments. Scholars conducting research in fields adjacent to communication studies, such as Jhally and Twitchell, tend not to see material objects as simply artifacts of human construction that take up space and may have ranges of value attached to them by human individuals and collectives. Rather, these material things are visual vehicles of meaning."
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