Chapter

If You Have the Advertisement You Don't Need the Product

Roy Wagner

in Rhetorics of Self-Making

Published by University of California Press

Published in print February 1995 | ISBN: 9780520087989
Published online May 2012 | e-ISBN: 9780520915251 | DOI: http://dx.doi.org/10.1525/california/9780520087989.003.0004
If You Have the Advertisement You Don't Need the Product

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This chapter argues that a particular mode of self-enactment, cognitively opaque and almost autistic in behavioral terms, is a diagnostic or diacritical feature of much commercial and noncommercial video programming. The self-act is a contagious image of consumption, something that can easily be seen to imitate almost anything else, and depends upon one's own reaction to it, and thus one's own self-action, for its interpretive scope.

Keywords: self-enactment; advertisement; video programming; self-action

Chapter.  7988 words. 

Subjects: Anthropology

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