of cultural product which reflect the social reality of capitalism to promote consumption and support consumerism. However, consumption and consumerism are only the values, dominant discourse, and monologue of the ruling “legitimate” order. It is the of capitalism in which the majority of people in society “truth” (working class) is constantly under exploitation. Such social reality or truth of capitalism is deepened in the advertisements, so media activists produce Adbusters to counteract the overwhelming influence of advertisements. In advertisements, are many persuasive strategies used to persuade audience to consume the goods or services promoted. Actually, underneath their persuasion, many cultural codes have set to conceal the truth of consumption economic – freedom exchanged by money and all values are associated with money under The abstract value of a commodity is only an illusion for “commodification”. producers to maximize profit, in which they use the media publicity (advertisements) as a tactic to the consumers for the sake of their economic benefit. The “deceive” commodity bought by the consumers may not be useful to them, because it is just to satisfy their desires constructed by producers. It is the of game” in a consumer “rule society under capitalism, in which advertisements play an important role to encourage the of such rule. Furthermore, since capitalism is practised “legitimacy” by most countries nowadays, it has become a globalized economic system in the contemporary world. Being a cultural product made by mass media in capitalist society, advertisements are worldwide media production. Facing such unfavourable economic phenomenon in the world, Adbusters have appeared to it with artistic effort. According to the official website of “change” Adbusters Media Foundation, it states that are a global network of culture “We jammers and creatives working to change the way information flows, the way corporations wield power, and the way meaning is produced in our society.” We can see that the way” is the objective of Adbusters, to challenge the economic “change status quo of the world, in which transnational corporations promote the global economic development under capitalism. In the contemporary world, they dominate the economic order to wield power by being corporate giants; as producers, they
of cultural product which reflect the social reality of capitalism to promote consumption and support consumerism. However, consumption and consumerism are only the “legitimate” values, dominant discourse, and monologue of the ruling order. It is the “truth” of capitalism in which the majority of people in society (working class) is constantly under exploitation. Such social reality or truth of capitalism is deepened in the advertisements, so media activists produce Adbusters to counteract the overwhelming influence of advertisements. In advertisements, are many persuasive strategies used to persuade audience to consume the goods or services promoted. Actually, underneath their persuasion, many cultural codes have set to conceal the truth of consumption – economic freedom exchanged by money and all values are associated with money under “commodification”. The abstract value of a commodity is only an illusion for producers to maximize profit, in which they use the media publicity (advertisements) as a tactic to “deceive” the consumers for the sake of their economic benefit. The commodity bought by the consumers may not be useful to them, because it is just to satisfy their desires constructed by producers. It is the “rule of game” in a consumer society under capitalism, in which advertisements play an important role to encourage the “legitimacy” of such rule. Furthermore, since capitalism is practised by most countries nowadays, it has become a globalized economic system in the contemporary world. Being a cultural product made by mass media in capitalist society, advertisements are worldwide media production. Facing such unfavourable economic phenomenon in the world, Adbusters have appeared to “change” it with artistic effort. According to the official website of Adbusters Media Foundation, it states that “We are a global network of culture jammers and creatives working to change the way information flows, the way corporations wield power, and the way meaning is produced in our society.” We can see that “change the way” is the objective of Adbusters, to challenge the economic status quo of the world, in which transnational corporations promote the global economic development under capitalism. In the contemporary world, they dominate the economic order to wield power by being corporate giants; as producers, they
individual-final-project2.docx