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.
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PART ONE AdvertisingWork
Reprinted in Great Britain and the United States in 2005
Chapter Two Signs Address Somebody
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Overige edities - Alles weergeven
Decoding Advertisements: Ideology and Meaning in Advertising
Fragmentweergave - 1978
absence actually advertisement already appears appropriated become bottle Catherine Chapter cigarettes clearly colour completely connection connotation constituted consumer cooked correlative course create culture deciphering defined denied described desire differentiation discussed drink elements ends example exchange exist face fact feel function future give given hermeneutic idea ideology imaginary important individual inevitably involves kind knowledge language lead look magic material meaning mirror myth narrative nature never objects obviously once orange ourselves particular past perfect person picture position precisely present provides reality referent system relation relationship removed replaces represent result says seems seen sense separate shown shows signified simply simultaneously skin social society sort space status story structure suggested symbols things transformation turn whole woman
Culture and Consumption: New Approaches to the Symbolic Character of ...
Grant David McCracken
Gedeeltelijke weergave - 1990
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The Imperative of Health: Public Health and the Regulated Body
Geen voorbeeld beschikbaar - 1995