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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The adverfisements message of the advert is captured in the image. It is the social stigma of not judoth the most radiant and judiht family in the street that the product promises to over come that is really selling the product — not the overt truth claim itself. This is not the same in Japan, so much — where there is often an equally elaborate process involved in identifying the food with its origins.

A quick recap — there was a time when people would be fully involved in the process of producing things. Page 73 This is why ideology is so hard to pin down or unravel: Rather, no matter how artificial something is, we stress its natural credentials, no matter how tenuous these might be.

Decoding Advertising by Judith Williamson by Megan McCue on Prezi

To see what your friends thought of this book, please sign up. 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.


Either way, he makes me feel stupid. Richard Proffitt rated it it was amazing Sep 20, The first is the question of ideology and how it shapes how we understand the world and our place within the world. She decodes ads with a virtuosity that is truly breathtaking. 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. Narrative and History discussion on history and the movement from past or to the future.

Does this magic bypass the normal rational monitoring of our thoughts?

How one might say; since she wrote before him or in what way? Nina rated it really liked it May 02, Like Ways of Seeing or Gender Advertisements or Culture and the Ad — lots of this is really about literally decoding various advertisements.

Brooke rated it it was ok Mar 31, Paperbackpages. Introduces all the major psychological-formal techniques that abstractly underlie all advertisement and propaganda, very carefully crafted and used by the designers. Page …the image of magic in advertisements denies the fact that the product is produced, removing it from its real place in the world at the same time promising a product from the product.

No trivia or quizzes yet. You are commenting advertisemets your Twitter account. 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. Freud quotes Theodor Lipps on jokes: Lists with This Book.

Decoding Advertisements

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. Terri rated it really liked it Oct 12, Return to Book Page.


Creating artificial wants and needs and creating a certain ideological worldview of mindless consumers. The outside of the jetty resembles the outside of a tyre and the curve is suggestive of its shape: If you were a blacksmith you would make an entire horseshoe. Has loads of interesting insights to offer into the ways in which advertisements shape our thinking and personalities. Email required Address never made public.

wiloiamson Page 53 What the advertisement clearly does is thus to signify, to represent to us, the object of desire. Just ask my mate Tantalus. This is the function of ideology: Page It is the images we see in ads which give them significance, which transfer their significance to the product. Raul rated it really liked it Mar 09, What he notices is that there is a kind of strange paradox involved in the images on the urn.

Decoding Advertisements: Ideology and Meaning in Advertising

decodiny We are allowed to be producers only by being consumers. A signifier, in strict Saussurian terms, is a word — but this is a very restrictive idea of a signifier, and today we consider many other non-linguistic ways of signifying. There are no discussion topics on this book yet. 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.