Write Out Answers To The Discussion Questions For Jhally

Advertising and the End of the World (Jhally, 1997)
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Advertising and the End of the World (Jhally, 1997)
1. What is the defining aspect of industrial capitalism? Its short-term nature, its denial of collective values, its stress on material life – which have been referred to as “the capitalist threat.” What industry came about as a result of the change from agricultural to industrial capitalism in the West? DeBeers with the slogan “a diamond is forever.”
2. What is the function of the advertising industry, according to the author, Jhally? To entice the consumers to keep the market going through creating a sustainable consumer culture.
3. A) What areas of media are dominated by advertising? Television, radio, and newspaper. How are ads shown in these areas of media? 100% of television and radio revenue, 50% of magazine revenue and 80% of newspaper revenue come from advertisers.
B) Can you think other examples of ad placement you’ve seen in the various types of media? The DeBeers ad campaign slogan “a diamond is forever”
4. How does the author define culture? Culture is the place and space where a society tells stories about itself, where values are articulated and expressed, where notions of good and evil, of morality and value, are defined.
5. The author, Jhally, asserts that the ‘story’ of American culture can be related through the advertising that appears in American media. What kinds of questions should we ask to understand the messages being delivered in American ads? How do we become happy? What is society? What is the future like?
6. A) In the ads that we see every day, what is the message about how to become happy? By consuming the commodities
B) Are the ad messages in line with the real desires of Americans, according to the ‘Quality of Life’ surveys Jhally notes? The messages are not in line with the real desires of Americans, according to the ‘Quality of Life’ surveys Jhally notes.
C) Stating it in terms of very basic values, deduce the things that Americans state will make them happy? Social elements of life, that is love, family, and friendship.
D. Do they match what the advertisements ...