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

Email required Address never made public. Helps to understand this s Has loads of interesting insights to offer into the ways in which advertisements shape our thinking and personalities.

What he notices is that there is a kind of strange paradox involved in the images on the urn. To ask other readers questions about Decoding Advertisementsplease sign up. But also, something like it decoeing be true — maybe the image really plays the role of a phallic symbol and suggest to the viewer thoughts of masculine strength and durability.

Irene Hoffman rated it it was amazing Jul 22, 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.

So, I started this book about 6 weeks ago, got up to the longish discussion on Lacan, stopped jhdith about three weeks, and then finished it in a rush over the weekend. Preview — Decoding Advertisements by Judith Williamson. 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.


Carla Corbin rated it really liked it Dec 28, Open Preview See a Problem?

Decoding Advertisements : Judith Williamson :

Thus we can produce by proxy, merely, since we buy the product, and it will then produce the magic result—beauty, love, safety, ect. Paperbackpages. But the deecoding know that you know this is horseshit. Notify me of new comments via email.

Helps to understand this stuff as it is constantly williason bombarded on you from cradle to the grave and definitely shapes vast majority of peoples mentality.

The covert message of the advert is captured in the image. Victor rated it it was ok Aug 31, Maybe by reading this you will get my point.

Creating artificial wants and needs and creating a certain ideological worldview of mindless consumers. Page 60 Absences and jokes are not fundamentally different features of advertising. Or maybe they like the curves of the jetty, and this makes them feel positive about the thing they see at the same time the logo of the tyre manufacturer.

We think that the power of an ad is in convincing us that Brand X really will make your clothes cleaner than Brand Y. Mark Hawker rated it really liked it Dec 03, 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.


Bernard rated it recoding was amazing Jan 03, With Benjamin meanwhile, I got the sense while reading, that her point is an extension of Benjamin points on aura, surrealism or surrealist movement and latest; on history since just recently I finished Fire Alarm: She decodes ads with a virtuosity that is truly breathtaking. Just ask my mate Tantalus. Page 32 This can be clarified as dfcoding Shawn rated it really liked it Dec 28, Refresh and try again.

Narrative and History discussion on history and the movement from past or to the future. It is important to start here in discussing how signs work — as the author does — because if advertisements are anything, they are signs.

Decoding Advertising by Judith Williamson by Megan McCue on Prezi

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. 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?

Brooke rated it it was ok Mar 31,