The Religious Dimensions of Advertising (Religion Culture Critique)

This groundbreaking work explores media scholar Sut Jhally's thesis that advertising functions as a religion in late capitalism and relates this to critical theological studies. Sheffield argues that advertising is not itself a religion, but that it contains religious dimensions - analogous to Durkheim's description of objects as totems. Tricia Sheffield's New Work Argues That Advertising Functions As A Religion In Late Capitalism And Can Thus Be Integrated Into Critical Theological Studies. Situating Her Examinations Within A Detailed Theoretical Context, Sheffield Argues That Advertising Is Not Itself A Religion, But That It Contains Religious Dimensions - Analogies To Emile Durkheim's Description Of Objects As Totems.--jacket. Totemic Desires -- Worshiping A Totem: Emile Durkheim's Theories Of Religion -- Locating Religious Dimensions In The History Of Advertising -- The Religious Dimensions Of Advertising In The Culture Of Consumer Capitalism -- Refusing To Be An Advertisement: Enacting Disruptive Performative Identities Against The Religious Dimensions Of Advertising. Tricia Sheffield. Includes Bibliographical References (p. [179]-184) And Index. Tricia Sheffield explores media scholar Sut Jhally's thesis that advertising functions as a religion in late capitalism and relates this to critical theological studies. She argues that advertising is not itself a religion, but that it contains religious dimensions - analogous to Durkheim's description of objects as totems