Decoding Advertisements : Ideology and Meaning in Advertising - WILLIAMSON, JUDITH

Decoding Advertisements : Ideology and Meaning in Advertising

JUDITH WILLIAMSON

Yayınevi: Marion Boyars

Yayın tarihi: 01/1995

ISBN: 9780714526157

İngilizce | 180 Sayfa | 181 mm x 216 mm

Tür: Reklamcılık - Halkla İlişkiler

  • Temin Süresi 28 - 42 iş günü

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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 seem necessary.

If society is to be changed,this vicious circle of 'necessity' and ideas must be broken. Decoding Advertisements is 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

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