Advertising as Capitalist Realism
Advertising, as the early agency Lord and Thomas put it, is "salesmanship in print." It is just that simple, just that complex. Understanding advertising entails understanding the difference between personal and printed or broadcast communication; the differences entailed in the "decontextualization" of thought and feeling that systems of mass communication make possible. With the invention of writing in human history, anthropologist Jack Goody observes, "Speech is no longer tied to an occasion: it becomes timeless. Nor is it attached to a person; on paper, it becomes more abstract, more depersonalized." For Goody, this opens the way to science, to the growth of criticism, and to a more tolerant attitude toward one's own frame of reference. But the same forces that enable people to see themselves as individuals independent of social and traditional contexts make people susceptible to the appeals of mass media, including advertising. This is an openness or susceptibility qualitatively different from the householder's vulnerability to the direct sales pitch. Among other things, it connects the consumer not only to an item for sale and a person selling it but to an invisible, yet present, audience of others attuned to the same item for sale and the same symbols used to promote it. The advertisement, like the sales talk, links a seller to a buyer. Unlike the sales talk, it connects the buyer to an assemblage of buyers through words and pictures available to all of them and tailored to no one of them. Advertising is part of the establishment and reflection of a common symbolic culture.
Origins of the Art of Advertising
The criticism of advertising often assumes that much of what is done reflects our particular historical moment and its anxieties. Ads and commercials are often said to cause anxieties, even to be carriers of alienation. This criticism is so widespread that it really has become a kind of cultural dogma, and we see it in operation from Galbraith and Marcuse to the unsigned opinions of the national press. The novelty of advertising is generally stressed-its quickness to pick up those things in modern industrial life which not only appeal to the consumer but state his mindless materialism as a cultural value.
Metallurgical Process Engineering
The "material of choice" - steel.- Uprising of China's steel industry.- Process manufacturing industry and process engineering.- Engineering science in steel manufacturing process.- Analysis and integration of metallurgical manufacturing process.- Multi-dimensional mass flow control for metallurgical manufacturing process.- Time factors in steel manufacturing process.-Operating dynamics in the production process of steel plant.- Structure and mode of steel plant.- Steel plant and environment.