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Buy Decoding Advertisements: Ideology and Meaning in Advertising (Open Forum S.) Reissue by Judith Williamson (ISBN: ) from Amazon’s . Judith Williamson. · Rating details · ratings · 5 reviews. How to read the hidden ideological messages in advertising, not merely to make us buy things. Judith Williamson’s ‘Decoding Advertisements’ is a classic look at the semiotics of advertising – about how adverts construct and promolgate.

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It is important to start here in discussing how signs work — as the author does — because if willkamson are anything, they are signs. It is the social stigma of not having the most radiant and vibrant family in the street that the product promises to over come that is really selling the product — not the overt truth claim itself.

Thanks for telling us about the problem. No trivia or quizzes yet. Jayati rated it it was ok May 10, iudith Decoding Advertisements Ideas in Progress. You can get a flavour for the book from this discussionwhich includes examples. Well, it could be true, maybe. Learn more about Amazon Prime. The ubiquitous use of women with their legs open or splayed – again zero comment from her, though she must know these postures are very carefully crafted and used by the designers.

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I’m not talking here about the old 50’s thing with secret dirty words written in ice cubes. I thought this book would help but it absolutely did not.


The outside of the jetty resembles the outside of a tyre and the curve is suggestive of its shape: A signifier, in strict Saussurian terms, judtih a word — but this is a very restrictive idea of a signifier, and today we consider many other non-linguistic ways of signifying.

Page 53 What the advertisement clearly does is thus to signify, to represent to us, the object of desire.

Be the first to ask a question about Decoding Advertisements. It wanders off into a lot of esoteric philosophy, and, worse yet, the ads shown are from the original publication date, !

A fascinating account of how the admen achieve their effects.? Buy the selected items together This item: Amazon Renewed Refurbished products with a warranty. Shawn rated it really liked it Dec 28, Only an academic would be so devoid of horse sense. In the picture the jetty actually encloses the car, protectively surrounding it with solidity in the middle of dangerous water: Sam rated it did not like it Oct 18, Capitalism could be defined as the system that destroys artisans.

Or maybe something contradictory but similar in style is true — does the image suggest danger, willimson the tyres are meant to make you feel safe, so that really it is a bad advert. Page So the basic structure of ideas surrounding advertising is, in fact, that of dishonesty and exploitation.

Just ask my mate Tantalus.

Decoding Advertisements : Judith Williamson :

Whatever the reason, she misses A LOT of nasty stuff in her ad samples, and it is mostly sex stuff she’s omitting.

With a little better thought, and a little more craftsmanship and attention to detail, it could have been great. Its ideological function, however, is to involve us as ‘individuals’ in perpetuating the ideas which endorse the economic basis of our society. She decodes ads with a virtuosity that is truly breathtaking. Get fast, free shipping with Amazon Prime.


And an actual absence in an ad, as in a verbal puzzle like crossword clues always implies that something should be there, in other words that something is meant.

I mean does a Professor stand up somewhere with some textbook and say “Now students, remember to always pose the woman with her legs spread in the center of every shot, while making it appear natural and accidental. It looks onwards, into the mirror which seems to reflect that background of nature, but only succeeds in bring into focus the image of society itself.

Judith Williamson is a flag on the fantastic semiotics black run.

The covert message of the advert is captured in the image. Mark Hawker rated it really liked it Dec 03, Oct 12, Advertiesments rated it it was amazing Shelves: Please try again later. Olga Buzan rated it it was amazing Sep 21, Maybe it is just due to lack of space, maybe it’s her wish to focus on illustrating just one main principle at a time, maybe it is simple prudishness?