"Once again, Sut Jhally shows us why it is so urgent that we recognize and respond to the challenges of our hyper-commercialized culture. In
Advertising at the Edge of the Apocalypse, Professor Jhally explains with riveting clarity the social power of advertising. Jhally's critique of advertising's false promise that consumption can buy happiness and his analysis of the propaganda of commodities are a compelling call to rethink any benign assumptions about consumer culture – and to take action to create a more sustainable society. This film will, no doubt, be a wonderfully engaging educational resource, but its message is so timely and powerful that we will all benefit if this inspiring film is viewed and discussed beyond the classroom.”
- William Hoynes | Professor of Sociology at Vassar College
"In this important update, Sut Jhally reminds us that the siren call of advertising has not been mitigated in the digital age. The consequences for our relationships, our environment, and our society are as potent and dire as ever.”
- Mara Einstein | Professor of Media Studies at Queens College | Author of
Blacks Ops Advertising: Native Ads, Content Marketing, and the Covert World of the Digital Sell
"
Advertising at the Edge of the Apocalypse is an extraordinary documentary, interesting visually and for the spoken text that includes references to science, social science studies, and political figures. It first focuses in on the development of sophisticated advertising as a way to deal with a major problem of economies that are based on, and motivated by, gaining ever greater profits. Capitalist countries produce enormous amounts of goods and must somehow convince people to buy them. Thus, the need in words of the early to mid century economist Joseph Schumpeter, to deploy “elaborate psychotechnics of advertising.” Advertising has become so pervasive in the media (including product placement in movies) and on the internet (Google and Facebook are mainly in the business of selling adds) that it has transformed our very culture. The consumerism that it encourages has helped to develop the ideology that what’s important is the individual and his/her consumption and not the well being of one’s community or the larger society. The film also explores the ecological damage being done by the massive production and consumption of more and more stuff, within a system that must grow and strive to produce more next year than this year. It gets to the heart of ecological and political problems facing humanity, outcomes of the very way the economic system works.
Advertising at the Edge of the Apocalypse also explores activism of people who are fighting against the consumerism and ecological destruction of capitalism. This is a film that should be seen by everyone concerned with environmental degradation and the social issues of inequality and poverty that plague the earth. It would be especially useful to be seen in group settings in which the critical issues raised can be discussed after viewing."
- Fred Magdoff | Professor Emeritus of Plant and Soil Science at the University of Vermont | Co-author of
What Every Environmentalist Needs to Know About Capitalism"Why has our society failed to address climate change, which now in the twenty-first century calls into question the very survival of humanity? In Advertising on the Edge of the Apocalypse, Sut Jhally provides a compelling answer, one that few so far have been willing to contemplate: the nature of our advertising and marketing system, a “magic kingdom” which today has come to dominate human consciousness from cradle to grave. If you haven’t seen this film, you will need to see it, and if you do you will want to recommend it to others.”
- John Bellamy Foster | Professor of Sociology at the University of Oregon | Editor of the Monthly Review | Co-author of What Every Environmentalist Needs to Know About Capitalism
"Anyone who watches Advertising at the Edge of the Apocalypse will come away with a clear (and alarming) perspective on how advertising has succeeded in occupying humans' minds, societies, and physical environments. Sut Jhally and his team have interwoven powerful images and empirical facts to show how consumer capitalism is crowding out healthy human values and killing the planet."
- Tim Kasser | Professor & Chair of Psychology at Knox College | Author of The High Price of Materialism and Hypercapitalism: The Modern Economy, its Values, and How to Change Them
