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Decoding Advertisements

Ideology and Meaning in Advertising

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Paperback published by Marion Boyars Publishers, Incorporated

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About This Book
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 conditionsseemnecessary.



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 areConsuming Passions: the Dynamics of Popular CultureandDeadline at Dawn: Film Criticism 1980-1990.
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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 conditionsseemnecessary.



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 areConsuming Passions: the Dynamics of Popular CultureandDeadline at Dawn: Film Criticism 1980-1990.
Product Details
Paperback (180 pages)
Published: March 1, 1994
Publisher: Marion Boyars Publishers, Incorporated
ISBN: 9780714526157
Other books byJudith Williamson
  • Consuming Passions

    Consuming Passions
    Judith Williamson explores how our cultural tastes, in films, food, television, advertising, music poetry, song lyrics,photography,political movements and even the BritishRoyal Family influence our thinking and how we govern our own lives, and shape those of our children

    Deadline at Dawn

    Deadline at Dawn
    Film Criticism 1980-1990
    Judith Williamson takes herself to the movies, and this book contains the reviews she wrote as film critic for Time Out, City Limits, the radical alternative London weekly listings paper, and the New Statesman. This book contains her journalism, analysis of those times and her career as a journalist in a turbulent  England with fierce labour relations raging, both in the NUJ, and during the Miner's Strike. The book covers most films on general release in these years, as well as esoteric foreign movies.

    Envisioning Success

    Envisioning Success
    Napoleon Hill's 17 Principles of Success in Art...
    Whether you are an auditory, visual, or kinesthetic learner there is rich material in Michael Telapary's book for expanding your understanding of the principles of success. Each reading, illustration, and meditation leads you to a deeper discovery as to how to enrich your life through awareness of these steps to success. All you have to do is open the pages to become inspired, and the initial flame of enthusiasm will ignite your desire to learn more about becoming a success in each stage in life, right here and right now.

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