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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Angela rated it really liked it Dec 01, Well, it could be true, maybe. Email required Address never made public.

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 ddcoding of the tyre manufacturer. John rated it really liked it Aug 08, Does this magic bypass the normal rational monitoring of our thoughts? Leave a Reply Cancel reply Enter your comment here It is a pleasure to witness and, although this book is getting on — it was first published in — like the other aevertisements mentioned above, it still has so much to offer in helping to understand advertising.

Decoding Advertisements : Ideology and Meaning in Advertising

You can get a flavour for the book from this discussionwhich includes examples. Just a moment while advertisemdnts sign you in to your Goodreads account.

Vanya rated it decodnig liked it Jun 20, Thus advertisemrnts 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 advertisemetns works not on the overt but almost on the unconscious level; and one which involves a connection ailliamson 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.


How to read the hidden ideological messages in advertising, not merely to make us buy things to sustain the economic status quo but also to maintain and encourage the social conditions which make these things seem necessary. Jan 19, ‘Izzat Radzi rated it really liked it Shelves: Creating artificial wants and needs and creating a certain ideological worldview of mindless consumers.

The one thing we all know about ads is that they tell lies — so, how is it that we get fooled by these ads so consistently? Want to Read Currently Reading Read.

Decoding Advertisements

What he notices is that there is a kind of strange paradox involved in the images on the urn. Page 53 What the advertisement clearly does is thus to signify, to represent to us, the object of desire.

But the advertisers know that you know this is horseshit. Page 32 This can be clarified as follows: Just ask my mate Tantalus. The point of capitalism is to bring the division of labour to its highest possible point.

By semiotics, she basically means the ideas of Saussure, that a sign is composed of both something that is signified and something that signifies. Page 74 Of course, the physical ordering of nature and the product of images of order go hand in hand: Freud quotes Theodor Lipps on jokes: Olga Buzan rated it it was amazing Sep 21, Refresh and try again.

Decoding Advertisements: Ideology and Meaning in Advertising by Judith Williamson

Page So the basic structure of ideas surrounding advertising is, in fact, that of dishonesty and exploitation. Want to Read saving…. Capitalism could be defined as the system that destroys artisans. 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.


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. Nina rated it really liked it May willia,son, Mar 02, Dayton rated it it was amazing.

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Decoding Advertisements – Mind Hacks

Shawn rated it really liked it Dec 28, Raul rated it really liked it Mar 09, Judith Williamson is a flag on the fantastic semiotics black run. Jayati rated it it was ok May 10, Like Ways of Seeing or Gender Advertisements or Culture and the Ad — lots of this is really about literally decoding various advertisements.

Have the thought this would compliment Postman’s Amusing Ourselves to Death: 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. Brooke rated it it was ok Mar 31, Richard Proffitt rated it it was amazing Sep 20, Page 60 Absences and jokes are not fundamentally different features of advertising.

But also, something like it could be true — maybe the image really plays the role of a phallic symbol and suggest to the viewer thoughts of masculine strength and durability. Notify me of new comments via email.