Publication details [#58669]

Callier, Patrick. 2014. Class as a semiotic resource in consumer advertising: Markedness, heteroglossia, and commodity temporalities. Discourse & Society 25 (5) : 581–599.
Publication type
Article in journal
Publication language
Place, Publisher
SAGE Publications


This paper critically explores the mass-mediated social class and product formulation in a corpus of US television ads for the Ford F-150 pickup truck in 2007. It is shown how several social identities are subjected to the ads' commercial goals, and how the ads both engender consumer conduct and amend dominant grasps of social difference and disparity.