Decoding advertisements: ideology and meaning in advertising, Volume 13
A fascinating account of how the admen achieve their effects.?Stuart Hood This book sets out not simply to criticize advertisements on the grounds of dishonesty and exploitation, but to examine in detail, through over a hundred illustrations, their undoubted attractiveness and appeal. The overt economic function of this appeal is to make us buy things. Its ideological function, however, is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. If it is economic conditions which make ideology necessary, it is ideology which makes those conditions seemnecessary. If society is to be changed, this vicious circle of "necessity" and ideas must be broken. Decoding Advertisementsis an attempt to undo one link in the chain which we ourselves help to forge, in our acceptance not only of the images and values of advertising, but of the 'transparent' forms and structures in which they are embodied. It provides not an "answer," but a "set of tools" which we can use to alter our own perceptions of one of society's subtlest and most complex forms of propaganda. Other books by Judith Williamson published by Marion Boyars are Consuming Passions: the Dynamics of Popular Cultureand Deadline at Dawn: Film Criticism 1980-1990.
What people are saying - Write a review
We haven't found any reviews in the usual places.
PART ONE AdvertisingWork
Chapter Two Signs Address Somebody
14 other sections not shown
Other editions - View all
absence actually advertising already appellation basic become Benson and Hedges bottle brand X calligraphy caption Catherine Deneuve Chanel Chapter chocolates Chris Bonington cigarettes clearly Cockburn's port colour connection connotation consumer cooked correlative create culture currency deciphered described differentiation drink elements example exchange exist fact feel function future give hermeneutic idea ideology imaginary individual inevitably involves joke knowledge language looking magic Margaux Hemingway material Max Factor meaning mirror myth mythic narrative nature never objective correlative objects obviously orange ourselves packet past perfume person picture potato precisely present provides reality referent system relation relationship replaces represent seen shown shows signified simply simultaneously skin Smirnoff social society Southern Comfort space spatial status story structure Surrealism Susan Hampshire symbols things Thomson Holidays totemism transformation unity woman Woolworth's words