On Sut Jhally's Fetishism Of Advertising Code

With the emergence of consumer society and the widespread use of advertising codes,brand symbol consumption has become the choice of people.Under the influence of this consumption pattern,consumption alienation and advertising code fetishism have appeared.The well-known American scholar Sut Jhally noticed the phenomenon of advertising code and fetishism in the consumer society.His advertising code and fetishism theory provided some theoretical enlightenment for us to look at the role of advertising code and consumer materialization.This paper mainly analyzes the social background,theoretical source and main content of the Jhally advertising code and fetishism theory.On this basis,from the standpoint of Marx,this paper makes a theoretical analysis of Jhally's advertising code and fetishism.Based on the social background of consumer society,Jhallypointed out the phenomenon of fetishism in the consumer society from the philosophical thinking of the relationship between people and things.Jhally mainly absorbed the fetishism theory of Marx,Baudrillard and Sahrins.Based on Marx's exchange value and use value relationship,he analyzes the advertising code and fetishism,absorbs the meaning of Baudrillard's symbolic consumption,and thinks that Hersh reveals the malpractice of advertising.The advertisement only emphasizes that the individual component does not satisfy people's different products.demand.Jhally used the relationship between "human and material" as his advertisement,and he analyzed the relationship between the use value and the exchange value.In the position of adhering to Marx's commodity fetishism,Jhally absorbed Sahelin.And Baudrillard's code theory,that the essence of advertising code and fetishism in the consumer society is that code manipulation promotes fetishism and leads to the mystery of the relationship between people and things in the consumer field.From the perspective of Marx,Jhally's theory of advertising code and fetishism adheres to and develops Marx's theory of commodity fetishism to a certain extent,but it also has theoretical limitations.Understanding Jhally's advertising code and fetishism theory not only helps people to understand the essence of advertising,but alsocan guide consumers to dialectically view the phenomenon of advertising code and fetishism,and encourages consumers to consume more rationally.