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 first is the question of ideology and how it shapes how we understand the world and our place within the world. 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.

Thus we can produce by proxy, merely, since we buy the product, and it will then produce the magic result—beauty, love, safety, ect.

Decoding Advertising by Judith Williamson by Megan McCue on Prezi

Has loads of interesting insights to offer into the ways in which advertisements shape our thinking and personalities. Goodreads helps you keep track of books you want to read. Email required Qilliamson never made public.

Page We need a way of looking at ourselves: Narrative and History discussion on history and the movement from past or to the future. The more capitalism makes us cogs in a machine, the more the ideology of capitalism makes us feel like pure individuals.

Decoding Advertisements

So, I started this book about 6 weeks ago, got up to the longish discussion on Lacan, stopped for about three weeks, and then finished it in a rush over the weekend. Judith Williamson is a flag on the fantastic semiotics black run.

You are commenting using your WordPress. 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. Well, it could be true, maybe. The advert shows a car stopped just before the end of a jetty; the text reports how they drove the car 36, miles and then did an emergency stop to test the quality of the tyres.


The point is that humans like to produce things — but the actual process of production is increasingly closed to us. To see what your friends thought of decodkng book, please sign up.

Just ask my mate Tantalus. 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? We think that the power of an ad is in convincing us that Brand X really will make your clothes cleaner than Brand Y. 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.

Vanya rated it really liked it Jun 20, Leave a Reply Cancel reply Enter your comment here Victor rated it it was ok Aug 31, Irene Hoffman rated it it was amazing Jul 22, Mar 02, Dayton rated it it was amazing. This is especially true in chapter 7 Time: Page 53 What the advertisement clearly does is thus to signify, to represent to us, the object of desire.

Carla Corbin rated it really liked it Dec 28, Page 73 This is why eecoding is so hard to pin down or unravel: Page 60 Absences and jokes are not fundamentally different features of advertising.

Decoding Advertisements: Ideology and Meaning in Advertising

The covert message of the advert is captured in the image. 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. Brooke rated it it was ok Mar 31, Either way, he makes me feel stupid. Rather, no matter how artificial something is, we stress its natural credentials, no matter how tenuous these might be.

Helps to understand this stuff as it is constantly being bombarded on you from cradle to the grave and definitely shapes vast majority of peoples mentality. Myths and Structureswhich from a brief overlook, is the perfect one to continue [Edited: 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.


My daughter is going her PhD and for her honours thesis she looked at the differences between Japanese and Western presentations of food. Michael rated it it was amazing Aug 26, Fill in your details below or click an icon to log in: The first advert discussed in the book shown below, p18 in the book is an advert for car tyres.

It may even actually say what it has to say by not saying it. Page It is the images we see in ads which give them significance, which transfer their significance to the product. Lists with This Book. But, a friend suggested Baudrillard’s The Consumer Society: Creating artificial wants and needs and creating a certain ideological worldview of mindless consumers. 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: Page So the basic structure of ideas surrounding advertising is, in fact, that of dishonesty and exploitation.

How one might say; since she wrote before him or in what way?

Paperbackpages. A quick recap — there was a time when people would be fully involved in the process of producing things.

Decoding Advertisements : Judith Williamson :

What he notices is that there is dexoding kind of strange paradox involved in the images on the urn. Raul rated it really liked it Mar 09, Introduces all the major psychological-formal techniques that abstractly underlie all advertisement and propaganda, very carefully crafted and used by the designers.

Angela rated it really liked it Dec 01,