The Religious Dimensions of Advertising

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