Religious Dimensions of Advertising

TRICIA SHEFFIELD has a Ph.D. in Theological and Religious Studies from Drew University, USA. She has taught religion and feminist theory at the Institute for Research on Women and Gender at Columbia University, at Hofstra University, and at Queens College (CUNY). She is a Lilly Visiting Scholar in Religious Studies for the academic year, 2006-2007, at Austin College, Texas, USA.

"Sheffield's book is meticulously researched and provides an excellent bibliography and overview of the work of key scholars of theology, communication, sociology, and cultural history." - Journal of Media and Religion"The Religious Dimension of Advertising is much more than an academic critique. Drawing on anthropology, religious studies, and feminist theory, Tricia Sheffield demonstrates how advertising mediates matters of "ultimate concern" in U.S. society. And, Sheffield also suggests ways that critical consumption can disrupt the panoptic gaze through which advertising would have us develop our sense of self and our relations to others. She, thus, opens the door to means of fulfilling needs and desires that contribute not to hierarchy but to justice." - Janet R. Jakobsen, Director, Barnard Center for Research on Women"Sheffield's sparkling interdisciplinary analysis blends historical, theological, and other cultural approaches to show how advertising works. Ads, she claims, enchant us into a sense of belonging by creating totemic clans of consumption around certain products. Sheffield pushes beyond facile claims that advertising is a religion by providing a nuanced analysis of how advertising has taken on some of the functions of religion in the modern world. This smart work provides historical and theoretical tools to understand advertising and the intellectual energies to resist its dispiriting effects." - Jesse Terry Todd, Associate Professor of American Religious Studies, Drew University

• Preface Introduction PART I: TOTEMIC DESIRES On Religion Marx and Commodities: Use-value and Exchange Value The Fetishism of Commodities Jhally's Four Stages of Advertising Advertising as Religion? PART II: WORSHIPING A TOTEM: EMILE DURKHEIM'S THEORIES OF RELIGION Durkheim's Definition of Religion Totemism The God/Society Equation Totemism and Advertising PART III: LOCATING RELIGIOUS DIMENSIONS IN THE HISTORY OF ADVERTISING, 1880-1920: THE RISE OF INDUSTRIAL CAPITALISM 1920-1940: "Apostles of Modernity" 1945-1960: Realizing the American Dream 1960-1980: The Creative Revolution 1980-2005: The Information Age: A Media Revolution PART IV: THE RELIGIOUS DIMENSIONS OF ADVERTISING IN THE CULTURE OF CONSUMER CAPITALISM Advertising as 'Divine' Mediator Advertising as Sacramentality Advertising and Ultimate Concern PART V: REFUSING TO BE AN ADVERTISEMENT: ENACTING DISRUPTIVE PERFORMATIVE IDENTITIES AGAINST THE RELIGIOUS DIMENSIONS OF ADVERTISING Cultural Identity Formation Policing the Body: Foucault's Theory of the Body as Inscriptive Surface Embodied Subjectivity and the Oppositional Gaze Disruptive Performative Identities A Counternarrative of Embodiment