具体描述
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."
用户评价
##浅显易懂。只是例子比较老了。 作为广告以及符号学的入门是非常好的书。
评分##浅显易懂。只是例子比较老了。 作为广告以及符号学的入门是非常好的书。
评分 评分过于细分过于学术
评分过于细分过于学术
评分##广告意识形态碎碎念，充满inspiration但看完之后又觉得没得到想象中那么多的干货。一句话来回说。符号学研究好像都这样。一句话说一本书。
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