The Hoover Company Cnn Analysis

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The Hoover Company may have chosen to use language popular at the time, and to speak of a freedom. The CNN message is cast in the language of rights, reminding the viewer of his or her right to choose, with all the current resonance of that term. In either case, what is happening is the commodification of political discourse. The language of political ideals, of rights and freedoms, is being hijacked in order to dress purposeful commercial action in stolen clothes. Whether dressed as a freedom or a right, a commodifying logic appears as an act of self-legitimation, in almost pure form to the point of being unconnected, as in the CNN example, to any particular product. The implied message may well read: “No choice of freedom without the freedom

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