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Decoding Advertisements (Ideas in Progress), by Judith Williamson
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A fascinating account of how the admen achieve their effects.?Stuart Hood
This book sets out not simply to criticize advertisements on the grounds of dishonesty and exploitation, but to examine in detail, through over a hundred illustrations, their undoubted attractiveness and appeal. The overt economic function of this appeal is to make us buy things. Its ideological function, however, is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. If it is economic conditions which make ideology necessary, it is ideology which makes those conditions seem necessary.
If society is to be changed, this vicious circle of "necessity" and ideas must be broken. Decoding Advertisements is an attempt to undo one link in the chain which we ourselves help to forge, in our acceptance not only of the images and values of advertising, but of the 'transparent' forms and structures in which they are embodied. It provides not an "answer," but a "set of tools" which we can use to alter our own perceptions of one of society's subtlest and most complex forms of propaganda.
Other books by Judith Williamson published by Marion Boyars are Consuming Passions: the Dynamics of Popular Culture and Deadline at Dawn: Film Criticism 1980-1990.
- Sales Rank: #609701 in Books
- Published on: 1994-03-01
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .40" w x 7.10" l, .67 pounds
- Binding: Paperback
- 180 pages
Most helpful customer reviews
0 of 0 people found the following review helpful.
worse yet, the ads shown are from the original ...
By Amazon Customer
Judith is clearly very knowledgeable. I was desperately looking for books that helped me understand what advertising is doing to us, and how. I thought this book would help but it absolutely did not. It wanders off into a lot of esoteric philosophy, and, worse yet, the ads shown are from the original publication date, 1979!...and they are in black and white but she describes them as their original state, which was in color. Very confusing and exhausting to struggle with. She is a very bright lady, though, and I'm sure has imparted a great deal of knowledge and insight over the years.
35 of 37 people found the following review helpful.
A powerful book.
By A Customer
I don't ever write reviews or do this sort of thing, but since this book is seemingly so marginalized in this online store, I felt it important to say: I was never the same after this book. I don't look at myself or at anything in the same way. I can scarcely even put it all into words. You simply must read this book. With every passing day, the world is more awash in nonsense. Nothing can cut through it but at least this book can help you to look at it (the nonsense) in a new way.
0 of 1 people found the following review helpful.
Adequate for my needs but not great quality
By H. M. MCCALL
Arrived quickly but with completely different cover art, foxed edges, and a previous owner's handwritten (and occasionally misspelled, IIRC) commentary and highlighter marks on nearly every page. It will be readable, but not really great quality. I think the seller chose correctly when grading it as merely Fair to Good.
As far as content, I ordered several books from Amazon at the same time and will probably read this one last because it is so marked-up as to be distracting. It is a frequently recommended book on the subject, however, so I doubt I will be unhappy with the content.
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