RAMAMURTHY, Anandi (2021). Advertising and Race. In: SKEGGS, Beverley, FARRIS, Sara, TOSCANO, Alberto and BROMBERG, Svenja, (eds.) The SAGE Handbook of Marxism. Los Angeles, Sage.
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Ramamurthy Anandi_Advertising_FINAL AR 11 AUGUST CLEAN.pdf - Accepted Version
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Ramamurthy Anandi_Advertising_FINAL AR 11 AUGUST CLEAN.pdf - Accepted Version
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Abstract
The essay explores advertising as a cultural form that is intrinsically tied to capitalism in its imperialist phase. It
considers the ways in which racialised regimes of representation offer a way to investigate how advertising
represents the economic and political interests of companies. It traces the representation of such interests in
advertisements from the 1880s onwards. The chapter explores the parasitic ability of advertising to
accommodate changing political and social values, reducing them to the interests of the market place. It argues
that in advertising, while the real and full meaning of production may be often hidden behind ‘the empty
appearance in exchange’ (Jhally 1991:50), ideological interests including racialised labour and economic
relations are not so much hidden as naturalised through racialised regimes of representation to legitimate the
violence of contemporary global relations
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