Selling Exploitation, Buying Consent: A Reading of Advertising in Ecuador Pubblico

Abstract

In this thesis, I study the peculiarities of reading an advertising photograph through a persistent reading and re-reading of a variety of photographs and scans of pages from magazines and newspapers I collected in southern Ecuador during the summer of 2019. In the first chapter, I establish that photographs constitute a readable message in order to explore the nuances that give these photographs the power they utilize in educating their audience on their place within the conditions of their existence. In the second chapter, I explore how a politicized reading of advertising can reframe how we understand the role of advertising in the cohesion (or lack thereof) of a social formation. I explore the relationship between social policy and advertising to understand the extent of the power of advertising images. In the third chapter, I compare print advertising with the storefront photographs that were taken in Cuenca, Azuay and Chuquiribaba, Loja to understand the power of the advertising image. I include a consideration of difference and the geographical reach that the images of advertising have. In thinking through distribution, I invoke production as well. It is through the study of a wide variety of theorists that I begin to reframe advertising, to change the terms of engagement with advertising, and to re-politicize reading.

Table of Contents

Introduction: Troubled Work for Troubled Times…………………………….....................................................1

Chapter I: The Meaning in Meaninglessness…………………………………………………………………..................5

Chapter II: Selling Exploitation …………………………………………………………………………..………..............27

Chapter III: Buying Consent.…………………………………………………………………………..………...................49

Conclusion: Trapped in Advertising Looks……………………………………………………..………........................71

Works Cited…………………………………………………………………...............................................................75

About this Honors Thesis

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School	Emory College
Department	Comparative Literature
Degree	B.A.
Submission	Honors Thesis
Language	English
Research Field	Philosophy Literature, Comparative
Parola chiave	Advertising Politics Signification Critical Theory Ecuador Photography Storefronts
Committee Chair / Thesis Advisor	Sean Meighoo, Emory University
Committee Members	María M. Carrión, Emory University Cynthia Willett, Emory University

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