advertising

is a force which erodes the fabric of social life and functions as a form of internal colonialism that mercilessly hunts out and appropriates those meaningful elements of our cultural lives that have value a highly powerful cultural form. For williiamson, advertising mystifies us.

deprives us of knowledge and appropriates other real needs and desires to serve the interests of capitalism. Following Williiamson, Goldman (1992: 8) argues that advertising is a force which erodes the fabric of social life and functions as 'a form of internal colonialism that mercilessly hunts out and appropriates those meaningful elements of our cultural lives that have value'. From this perspective, the close textual study of advertising images is thought to reveal 'the underlying social grammar of meaning in ads' which in turn illuminates the deeper ideological significance of advertising (ibid ) .

is a key social and economic institution in producing and reproducing the material and ideological supremacy of commodity relations.

Robert Goldman (1992: 2) argues that advertising is 'a key social and economic institution in producing and reproducing the material and ideological supremacy of commodity relations'.

Robert GoldmanThinkers

Robert Goldman