VCC236H5 Lecture Notes - Lecture 4: Diet Food, Ridicule, Tract Housing

• School: UTM
• Department: Visual Culture and Communication
• Course: VCC236H5
• Professor: Cheryl Thompson

Document Summary

Sign wars: targeting cynical consumers: use value, exchange value, commodity fetishism, efe(cid:396)s to (cid:396)elatio(cid:374)ship (cid:271)et(cid:449)ee(cid:374) people a(cid:374)d p(cid:396)odu(cid:272)ts a(cid:374)d to the (cid:396)elatio(cid:374) (cid:271)et(cid:449)ee(cid:374) (cid:862)use- Value(cid:863) a(cid:374)d (cid:862)e(cid:454)(cid:272)ha(cid:374)ge-value(cid:863: fetishism consists of seeing the meaning of things as inherent to their physical existence when their meaning is actually created by their integration into a system of meaning, ex. What is use and exchange value for abercrombie & fitch: wh(cid:455) (cid:449)ould (cid:373)e(cid:374)(cid:859)s (cid:272)lothing ad feature men wearing no clothing. Dese(cid:374)sitizatio(cid:374) a(cid:374)d asse(cid:396)ti(cid:448)e(cid:374)ess t(cid:396)ai(cid:374)i(cid:374)g(cid:863: a. k. a. (cid:862) e(cid:272)ip(cid:396)o(cid:272)al i(cid:374)hi(cid:271)itio(cid:374)(cid:863) Fast food nation: zoning; suburbs are planned to have lots of nearby ads and fast food places, people do(cid:374)(cid:859)t (cid:374)eed to go fa(cid:396) to see (cid:373)a(cid:396)keti(cid:374)g. Sign economy: sign economy of advertising, past becomes storehouse of exchange value, meanings routed in history are dislodged and are reframed as something else, discards meaning systems to make way for new and improved, different.