WORK, CONSUMPTION AND SUBJECTIVITY

This study aims at questioning some aspects regarding Communications, Consumption and Subjectivity from the specific agent of action: the advertiser. An advertiser's work in contemporary times and the way symbolisms are created which communicate it to society holds origins to the beginning of modern times, when advertising served both itself and capitalism. Advertising sought out to simply communicate the existence of certain products. However, the advertiser feels himself to be a rare merchandize, of fast consumption and with a short expiration date. The production fetish concept may be part of the explanation. The questioning resides on whether the act of making something natural, or making this something as a fetish, are the same actions, none the less with different ideological connotations. The advertiser would then be someone deprived of self subjectivity, since he receives it promptly as he consumes and as he exposes himself to his media experiences, however he is demanded, at the same time, to be self disciplined to answer the ideological rhetoric in the variety of social roles in his life.