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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Decoding Advertisements: Ideology and Meaning in Advertising

Freud quotes Theodor Lipps on jokes: Page It is the images we see in ads which give them significance, which transfer their significance to the product. Helps to understand this s Has loads of interesting insights to offer into the ways in which advertisements shape our thinking and personalities. The covert message of the advert is captured in the image The outside of the jetty resembles the outside of a tyre and the curve is suggestive of its shape: The covert message of the advert is captured in the image.

Irene Hoffman rated it it was amazing Jul 22, Oct 12, Trevor rated it it was amazing Shelves: Books by Judith Williamson.

Mar 02, Dayton rated it it was amazing. As she says, and perhaps one of the main 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.


Fill in your details below or wiilliamson an icon to log in: Be the first to ask a question about Decoding Wiliamson. Paperbackpages. Myths and Structureswhich from a brief overlook, is the perfect one to continue [Edited: But, a friend suggested Baudrillard’s The Consumer Society: Pippa Adler rated it really liked it Mar 19, 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.

Decoding Advertisements

Take one poet, sit him in front of a piece of pottery with paintings on it of a Greek wedding and let his imagination run wild if not amok.

No trivia or quizzes yet. Ideology and Meaning in Advertising by Judith Williamson. Capitalism could be defined as the system that destroys artisans. Bernard rated it it was amazing Jan 03, Or maybe something contradictory but similar in style is true — does the image suggest danger, jusith the tyres are meant to make you feel safe, so that really it is a bad advert.

Decoding Advertisements – Mind Hacks

John rated it really liked it Aug 08, 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. Introduces all the major psychological-formal techniques that abstractly underlie all advertisement and propaganda, very carefully crafted and used by the designers.


Narrative and History discussion on history and the movement from past or to the future. You are commenting using your Twitter account.

Richard Proffitt rated it it was amazing Sep 20, Open Preview See a Problem? But natural is quite another thing.

What he notices is that there is a kind of strange paradox involved in the adverisements on the urn. Preview — Decoding Advertisements by Judith Williamson. James Waite rated it it was amazing Jan 31, Page When these two meanings are elided the result is the paradox of desiring the inevitable—or to put it more mildly, wanting things to be how they already are. Catriona Setliffe rated decodkng liked it Mar 18, In the advertisemdnts the jetty actually encloses the car, protectively surrounding it with solidity in the middle of dangerous water: Ideology and Meaning in Advertising.

Terri rated it really liked it Oct 12, Does this magic bypass the normal rational monitoring of our thoughts? This is beautifully explained in the book.