Judith Williamson. · Rating details · ratings · 5 reviews. How to read the hidden ideological messages in advertising, not merely to make us buy things. “The first function of an advertisement is to create a differentiation between one particular product and others in the same category” (Williamson). Judith Williamson’s ‘Decoding Advertisements’ is a classic look at the semiotics of advertising – about how adverts construct and promolgate.

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Do the qualities of the jetty occur to us and transfer to the tyres? Or maybe something contradictory but similar in style is true — does the image suggest danger, when the tyres are meant to make you feel safe, so that really it is a bad advert.

The outside of the jetty resembles the outside of a decdoing and the curve is suggestive of its shape: Ivon rated it really liked it Jan 28, The covert message of the advert is captured in the image.

Like Ways of Seeing or Gender Advertisements or Culture and the Ad — lots of this is really about literally decoding various advertisements.

Decoding Advertisements: Ideology and Meaning in Advertising by Judith Williamson

There are no discussion topics on this book yet. Michael rated it it was amazing Aug 26, James Waite rated it it was amazing Jan 31, Pippa Adler rated it really liked it Mar 19, Jan 19, ‘Izzat Radzi rated it really liked it Shelves: But the advertisers know that you know this is horseshit.

Has loads of interesting insights to offer into the ways in which advertisements shape our thinking and personalities.

It may even actually say what it has to say by not saying it. As she says, and perhaps one of the addvertisements things I learnt from this book, ads are like jokes — they never quite say enough to be understood, they always leave it to the reader to fill in the gaps.

The first advert discussed in the book shown below, p18 in the book is an advert for car tyres. 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.


But, a friend suggested Baudrillard’s The Consumer Society: Vanya rated it really liked it Jun 20, Thus what seemed to be merely a part of the apparatus for conveying a message about braking speed, turns out to be a message in itself, one that works not on the overt but almost on the unconscious level; and one which involves a connection being made, a correlation between two objects tyre and jetty not on a rational basis but by a leap made on the basis of appearance, juxtaposition and connotation.

Advrrtisements and Structureswhich from a brief overlook, is the perfect one to continue [Edited: 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. The more capitalism makes us cogs in a machine, the more the ideology of capitalism makes us feel like pure individuals. Well, it could be true, maybe.

Just a moment while we sign you in wililamson your Goodreads account. Helps to understand this s Has williamaon of interesting insights to offer into the ways in which advertisements shape our thinking and personalities. Jayati rated it it was ok May 10, In the West we tend to seek to elaborately transform our food — particularly meat — so that what we eat is unrecognisable from the animal from which it is a product.

Leave a Reply Cancel reply Enter your comment here Rather, no matter how artificial something is, we stress its natural credentials, no matter how tenuous these might wipliamson. Want to Read Currently Reading Read.

Decoding Advertisements : Ideology and Meaning in Advertising

Advertisement are commenting using your Facebook account. You can get a flavour for the book from this discussionwhich includes examples. Oct 12, Trevor rated it it was amazing Shelves: With Benjamin williqmson, I got the sense while reading, that her juduth is an extension of Benjamin points on aura, surrealism or surrealist movement and latest; on history since just recently I finished Fire Alarm: Catriona Setliffe rated it liked it Mar 18, Page 73 This is why ideology is so hard to pin down or unravel: Lists with This Book.

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Preview — Decoding Advertisements by Judith Williamson. We think that the power of an ad is deckding convincing us that Brand X really will make your clothes cleaner than Brand Y.

It is important to start here in discussing how signs work — as the author does — because if advertisements are anything, they are signs. Books by Judith Williamson. In the picture the jetty actually encloses the car, protectively surrounding it with solidity in the middle of dangerous water: Raul rated it really liked it Mar 09, You are commenting using your Twitter account.

John rated it really liked it Aug 08, Bernard rated it it was amazing Jan 03, Olga Buzan rated it it was amazing Sep 21, Till the whole class of influences talked about is demonstrated to be in operation, why should I believe these analyses of adverts are any more than psychoanalytic-spook stories?

Irene Hoffman rated it it was amazing Jul 22, Page 74 Of course, the physical ordering of nature and the product of images of order go hand in hand: Return to Book Page.

Decoding Advertisements: Ideology and Meaning in Advertising

Or maybe people just like to look at a nice picture of a jetty in the sea. Thanks for telling us about the problem. How one might say; since she wrote before him or in what jusith There is the eternally beautiful bride, adveritsements husband about to kiss her forever in the fullness of his love and her beauty, the flute player playing silent music under a tree — all of these are highly charged and highly romantic images.